Fabletics is Changing the Game

Any company that wants to get into the e-commerce realm knows they have a tough competitor with Amazon. Currently controlling about 20% of the market, Amazon has found a system that works and others have to work to keep up. Fabletics is a new company, beginning in October of 2013, and took Amazon on with no fear.


Fabletics has been in business for just over three years. The company was started by co-CEOs Don Ressler and Adam Goldenberg. The idea for Fabletics was a simple one. Don Ressler and his wife often wear athletic clothing. They noticed that the clothes all looked the same and had no style. The good quality clothing was very expensive but still looked like all the rest. Mr. Ressler sought to change this. Kate Hudson was also brought in as the face of the company.


The mission behind Fabletics is to provide good quality clothing that is up to date with the current trends. These would be for sale at a reasonable price most people could afford. The clothes are meant to be inspiring and make people want to work out in them. This fit Kate Hudson completely. She loved the idea and the look of the clothes and got to work.


In the beginning, Fabletics was done entirely online. Everything for sale was showcased and sold from the online store. After the first purchase, customers were given the chance to become VIP members. Being a VIP came with a lot of perks. Customers were given free shipping, discounts on complete outfits, and personalized items just for them. There are even quizzes the can be taken to see what outfits fit you and your personality best.


With the online store and the VIP membership, Fabletics was able to get to know their customers well. They were also able to track where their customers were. This helped immensely when Fabletics decided to branch out in 2015 and open brick-and-mortar stores.


Fabletics is staying true to its online roots, but they are slowly opening more and more stores around the United States and the world. Each store is different and unique. Fabletics looks at the preferences of its local communities and the VIPs there. The store is then stocked based on those findings.


When Fabletics came onto the market, they did things their way. There online first, local stores second approach was backwards from most others, but Fabletics has seen huge success with this approach. There may be competition out there, but Fabletics is attacking it head on.

Fabletics Makes Its Mark In Athletic Fashion

“Crowd power” is often used to determine the purchases that consumers make. Most consumers these days look at what other customers are saying about a brand and read reviews and recommendations from both personal friends and social media contacts. Brands that are especially savvy are using this trend to their advantage and coming up with effective marketing tactics that utilize the power of “the crowd.”


Fabletics is a great example of this. The brand launched in 2013, and has grown over 200% and accumulated over $235 million in revenue. There are over 1 million paying members who have a Fabletics subscription. TechStyle (the parent company of Fabletics) CMO Shawn Gold says that much of the brand’s success is due to taking customer reviews into serious consideration. Gold knows that reviews from customers can directly impact sales, and can appeal to individuals who will be convinced to become consumers due to positive reviews. Positive feedback from customers can also lead to higher consumer retention, which is the goal for virtually all successful businesses.


Consumers are living lives that are closely tied to the digital world these days, which means that an online review can make a huge difference. Most customers will research a business before making a purchasing, and commentary about the company from those who have done business with a brand can affect a consumer’s perception of the brand. It has also been proven that people tend to trust online reviews. A study conducted by BrightLocal reveals that 84% of online shoppers trust reviews the same way they would trust a recommendation from a friend or family member. Fabletics is well aware of this, and the company has seen significant growth, since more positive reviews lead to more revenue, both from repeat and new customers.


Actress Kate Hudson, the cofounder of Fabletics, announced in the summer of 2017 that she would embark upon the brand’s first collaboration, with singer and actress Demi Lovato. Lovato says that she’s happy to be working with the brand, because Fabletics is all about empowering women and encouraging them to embrace their bodies. Hudson has been hands-on with the organization and success of Fabletics from day one, when the founders of TechStyle Fashion Group asked her to be the face of Fabletics. The founders chose Kate because of her approachable nature and active lifestyle, and Lovato embodies these qualities as well.


Consumers who are interested in becoming Fabletics customers can take a short quiz to find the workout or athleisure gear that is best for them, and the Fabletics website provides information about subscriptions and style recommendations as well. For more information, visit www.fabletics.com.

Fabletics for All

There are a lot of stores online that sell items that can be used for exercise. These stores have one thing in common, they don’t use a subscription system. Fabletics does and that is part of their success.


How it Works

When you are looking at getting your exercise items, you can look at Fabletics subscription service. The way it works is you sign up for the service and pick your style. Then every month you will get a shipment of clothing that fits into your style choices. You can change your style within your account settings if you find it’s not quite what you are looking for. You also can pause your subscription if you are going to be out of town or away from your home for a long period of time.


Why Buy Online

There are several reasons you might want to consider getting your exercise clothing from Fabletics. The biggest is how easy it is. You don’t have to worry about getting these from stores or not getting your clothing because of the distance you have to go to get them. These items come right to your door and they are ready to wear.


Fabletics Moves to a Brick and Mortar Store

Fabletics has had great success online and then decided to open a few stores to help those that are not able to get online or would rather see the items in person. The way it works is the same as if you were to buy them online through your subscription or through another store.


These stores are in many of the larger cities, but not everyone will have them close to them. This is why you shouldn’t forget about the online options you can use to get the exercise clothing you want for a good price. Getting them in stores or online, you will still get a great product and it will make you look and feel better.


There are a lot of options for you if you are getting your clothing from Fabletics. You only need to look at what you want and how you can get them in the best way possible. This way you will be happy with what you get and will love the clothing that makes you happy.