It’s no secret that athleisure (athletic leisure wear) is growing in popularity, and that Fabletics brand takes a big role in shaping this clothing style. You have probably seen advertisements for Fabletics, Kate Hudson’s brand of active wear. Fabletics takes a unique approach to retail by offering their products online and in stores for reasonable prices. With a growing amount of customers looking for flattering, comfortable, and quality active wear; Fabletics certainly launched its business at an ideal time.
Kate Hudson’s desire is to make a healthy lifestyle obtainable for more women by making athletic wear that builds confidence and motivation for all body types. Fabletics strives to create a healthy lifestyle, not just sell products in the athletic category. Fabletics has further prioritized their mission to make fitness obtainable to every customer by launching a plus sized line of clothing.
Fabletics has enjoyed phenomenal growth in the past three years by progressively learning and meeting the needs of today’s consumers with great accuracy. What makes Fabletics unique from other similar brands is that the company has a strategy for competing against Amazon. Consumers join a membership to Fabletics, which allows Fabletics to create an ongoing and customized relationship with the consumer. They even take the consumer’s location into consideration as they produce recommendations based on personal preferences and trends in different areas. Fabletics understands and caters to the modern consumer by building brand recognition, excellent customer service, and unique and affordable designs.
Fabletics specifically competes against Amazon by preventing showrooming, where consumers try on clothes in stores but then go on to buy them cheaper online. Kate Hudson’s goal is to create affordable and quality products, so that fitness is obtainable to all demographics. Fabletics stores are frequented by members as well as resulting in new members, and their selection offline influence products marketed to them online. Each member creates a profile and takes a lifestyle quiz so that Fabletics can customize their experience on their interactive website.
In an effort to keep Fabletics interactive and current, Kate Hudson also stays personally involved in her business with her hands on and creative approach. She knows the fashion industry is constantly changing, and Fabletics launches new products on a monthly basis, taking out the inventory that doesn’t sell.
Curious to see your Fabletics’ picks? Take the interactive lifestyle quiz here!