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Fabletics Takes On Sportswear Leading Brands

Fabletics is a high quality and an innovative sports brand that looks incredible and is pocket-friendly. Kate Hudson co-founded Fabletics. It is an American retailer that allows online subscription and sells women’s footwear, sportswear, and accessories.


It seems quite impossible to succeed in fashion because huge companies such as Amazon are currently controlling 20% of the fashion e-commerce market. To the disbelief of many, Kate Hudson’s Fabletics is growing a US $250 million business in three years and taking on Amazon. Fabletics is making use of a subscription mechanic to help sell its athleisure to its clients as part of the growing activewear movement. The feasibility of the mechanic involves the idea that many customers like brands that are aspirational and that motivate the individual. The subscription strategy also adds convenience and membership thus improving its market.


There are three ways that Fabletics do their physical stores differently. Fabletics encourages the use of reverse showrooming technique, use of online data, and focusing on accessibility, people and culture. It magnifies things such as brand recognition, customer experience, last-mile service, and exclusive design instead of concentrating on price and quality of goods or services as most of the high-value brands do. The reverse showroom technique helps Fabletics build positive relationships with its customers making them members thus increasing chances of the customers to buy from Fabletics’ stores.


The general manager of Fabletics, Gregg Throgmartin, contends that building a modern and reimagined version of a high-value brand from the start puts Fabletics on the verge of taking over Amazon as the leading brand. Further, he attributes their success to the membership model which allows them to offer on-trend fashion and personalized service at half the price of Fabletics’ competitors. Knowing people regarding who they are and what they need makes it easier to make them happy by offering services at lower prices.


In a recent event, Fabletics launched its first ever collaboration with pop superstar Demi Lovato at Beverly Hills Hotel. Demi Lovato acknowledged the beauty of the clothes and the inspiration and empowerment of women by the company. The brand is fashion-forward, empowering and inclusive hence making Kate Hudson grow her company into a US $250 million enterprise in just three years.


Kate was initially an actress but accepted the offer to join Fabletics as a co-founder because she had an active lifestyle and is approachable. Kate works closely with her team in the design process. The idea of having a celebrity founder and experienced investors helped Fabletics grow.


Fabletics encourages its users to take their quick and easy lifestyle quiz to obtain personalized outfit picks for the members and their workouts. The questionnaire includes things such as the color preference, where to workout, bottom size preferences and the kind of sport. All people are welcome to get personalized outfits at low prices from Fabletics.

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