Fabletics is an activewear brand that was founded in 2013. The name has gone from being one that produces comfortable and fashionable clothing to one that has taken over the fashion world. Today, Fabletics is worth millions, both in dollars and in customers. Women all over America are turning to Fabletics for their activewear needs. But what indeed makes Fabletics so unique that it has managed to stomp over some of the biggest names in the industry?
One of the main things that Fabletics sells is convenience. The brand has managed to redefine the entire shopping experience to make it more convenient for the customer than it has ever been. Using some of the latest technology coupled with some of the most brilliant marketing strategies, the brand has been able to go where no other brand has gone and has managed to stem its position in the activewear and leisurewear market.
Fabletics was founded by Hollywood actress Kate Hudson. Kate decided to team up with Adam Goldenberg and Don Ressler to bring her idea of an activewear brand to like. Goldenberg and Ressler are two men who are extremely well versed in the fashion industry, and with the online marketing sphere in particular. They are the founders of TechStyle Fashion Group, a brand that owns a number of major online clothing brands like JustFab and FabKids. Being two people who were previously working in the IT industry, they were able to incorporate technology well into the brands that they have given life to, which holds true for Fabletics as well.
Just like the other brands under TechStyle Fashion Group, Fabletics too works on an online platform. The brand uses some of the latest in online shopping technology to offer their customers a shopping experience that they would not get anywhere else. The brand has managed to set the bar high for other competitors in the industry, because of the clever marketing techniques that they have implemented to attract more and more customers.
When a customer enters the Fabletics website and chooses what they want to buy, they are given a prompt to sign up for a subscription package. The brand only sells its clothing through this, which enables them to keep their customers coming back for more. Fabletics implemented this, and immediately saw an increase in the number of people who wanted to buy their products. People were taken up by the fact that they could quickly get clothing delivered to their doorstep every month with no added effort, and without having to spend hours searching through potential products just to find the one. To make the process of picking easier, Fabletics integrated AI into their website that reads the customers buying patterns and what they have searched for to give them results that pertain to their tastes and likes. This means that the customer can see options that they would buy, without having to search for them. The system functions like a shopping assistant and is one more incentive for people to switch to Fabletics for their activewear and leisurewear needs.