Fabletics is one of the biggest brands in the “Athleisure” niche today and considering it started its operations as recently as in 2013; it can be said without a doubt that it is giving a tough competition to other popular brands like Amazon. Amazon currently holds the market share of over 20 percent in the fashion retail market, but Fabletics, as it seems now, is going to eat up some of it soon.
The company in just three years has grown to do the business of over $250 million, and with the growth rate of over 35 percent annually, there’s no stopping Fabletics now. It is a brand that is owned by Kate Hudson, Adam Goldenberg and Don Ressler, who is also the Chief Executive Officer of TechStyle Fashion Group, the parent company of Fabletics.
There have been few factors that have worked collectively to boost the growth momentum of Fabletics, or we can say that the brand has an excellent marketing strategy to sustain the already full fashion retail business online. First of all, the popularity of Kate Hudson, a fitness diva, a highly celebrated Hollywood actress, and a role model to millions of women across the world, worked well for the brand.
Secondly, it introduced one of unique subscription models that modern women consumers simply love. The reviewers of this subscription model found it to be convenient as it does not cost to be the VIP member of the company, and it promises to offer a highly personalized shopping experience for the customers as per their lifestyle, fashion preference and size. Every month, the latest collection is showcased to the VIP members, and they get to choose what they would like to buy, and the members can skip the months they don’t want to buy, and the money for that month would be rolled out and added to their account for use any other month.
Fabletics also did a great job by implementing the reverse showroom technique, wherein the company opened around 18 physical outlets across the nation at key strategic points, only after it has already won the heart of millions of customers online. Once the company established itself as a brand online, opening showrooms further helped Fabletics to penetrate the fashion market and reach out to the target audience. Fabletics is a great company that offers value for money and a personalized shopping experience to its customers, and you can take the Lifestyle Quiz at its site to taste firsthand what Fabletics offers.