Fabletics is a popular “Athleisure” brand in the United States and is now serving its unique range of fitness clothing and accessories worldwide. One of the co-owners of the brand is Kate Hudson, who is an Emmy Award Winner Hollywood actress and has a huge fan following. Her popularity also helped Fabletics take off on a positive note in a highly competitive and otherwise saturated online fashion retail market. Fabletics, even though a relatively young company, is already eating up from the market share of Amazon in the fashion retail business, a company that has dominated the market for long and continued to hold over 20 percent market share.
However, with the pace at which Fabletics is growing, it might change soon. Fabletics has a very attractive and affordable subscription membership model in which the customers just need to pay a small base amount each month in return for personalized fitness clothing from Fabletics, and a host of other perks and discounts. Every month, Fabletics sends an email with a selection of athleisure products to choose from to the customers. The collection is personalized for each customer as per their preference, lifestyle, body type and size. It is one of the most significant reasons why so many women prefer Fabletics because the brand does not only offer quality products but an enhanced customer experience as well.
The reverse showroom technique the company followed is also one of the reasons why the brand achieved success much sooner than many would’ve anticipated. The company aimed at making its customer base stronger and make its brand identity stronger. It helped the brand to become popular among the public, which helped Fabletics get the sustainability it needed as a startup. Once Fabletics established itself a mainstream brand with a constant inflow of steady revenue, the company took the step of opening showrooms across the country.
The showrooms are intended to increase the awareness of the brand and make more members, rather than to increase its sale. It is a kind of marketing and business strategy that is used earlier by many favorite brands, like Apple and Warby Parker. The focus of showroom here is to make the presence felt, and which is what Fabletics is doing so well by giving its competition a tough run for its money.
Many women use the products of Fabletics, and they all have only kind words to say about the brand, the quality of the products, its highly available and affordable membership, and overall, the value of money it delivers. You can take the Lifestyle Quiz at the company’s site to know more about it aims to personalize the shopping experience for its customers.