Fabletics is Changing the Face and Definition of Activewear

Fabletics, part of the JUSTFAB company, first introduced themselves in 2013 as an alternative choice to the plain and sturdy look of work-out outfits. Actress, Kate Hudson teamed up with businessmen, Adam Goldenberg and Don Ressler to create a line of clothing and gear that women could feel stylish and good about wearing while getting fit. What makes their activewear so unique is the fact that it flatters women of all different kinds of body shapes and fashion tastes. This point was especially important to Ms. Hudson, “People don’t look to make things for women who are a bit bigger,” Hudson added. “I’m really excited for that”(Fortune 10/2016). It speaks to the everyday female looking to stay healthy and stylish at the same time without sacrificing going broke or obtaining a style choice that speaks only to the rich and famous. As of the Summer of 2015, Kate and her brother Oliver Hudson came together to debut FL2, a line of activewear for men and Spring of 2016 introduced swimwear and dresses to the Fabletics family.

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CMO of Kate Hudson’s athleisure brand Fabletics on retail industry
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Fabletics first began to gain notoriety and revenue as an online retailer, they have recently begun to offer their merchandise in physical stores. Sales quickly skyrocketed and the brand found a lucrative niche in the part of the fashion world that combines style and activewear fondly dubbed as ““Athleisure”, by reporting $250 million in sales and counting since the company’s start. This is no easy feat for an emerging e-commerce company that faces strong competition. Fablectics approach to marketing has been an important staple for their success. Consumers who reside near one of the company’s retail locations not only have the choice to purchase from the comfort of their own home but they can physically go out and try outfits on as well to make a well-informed choice for themselves before they purchase. This can also lead to having more confidence and willingness to order online on a regular basis. A consumer also gets to engage in a personal approach when shopping online with Fabletics. The quiz given to all potential buyers helps the company suggest the best-suited apparel for individual tastes. It also helps customers feel like they are more in control and cared about when their needs are taken into account. When customers choose to become VIP members, they have the opportunity to shop special sales, discounts and buy newly released merchandise.

Social media presence has always given Fabletics a positive boost. Their Facebook page is kept updated and the company is efficient and timely in responding to customer’s questions and feedback. They also feature sale and merchandise updates, giving current and potential customers knowledge of what is available and what to look forward to with the ability to share with family and friends. Fabletics can be also be found on Instagram. Instagram, in particular, is working great for the company and customers are responding enthusiastically to the promotions and contests by following and engaging with Fabletics.

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