Understanding Their Customers Has Set Fabletics On A Path Of Success

Fabletics as a brand has been making quite a stir in the world of fashion. An activewear and loungewear brand, Fabletics has distinguished itself in the world of sports attire and has managed to stand among the biggest names in fashion. The brainchild of Kate Hudson, a person who knows style and fitness like no other, the brand embodies everything that Kate is to give women all over the best gym wear they could ask for. Becoming a prominent member of the fashion world is no easy task, especially with the numerous amount of brands that launch themselves everyday. Moreover, one company usurps all the power and market share in the fashion industry – Amazon. People would think that big and well-known brands would hold this top position, but the fact is, online sales portals are now becoming the go-to site where people buy their clothes. With the growing accessibility of the internet, shopping online has now become the new fad, and people are taking it in more than ever. Shopping online is convenient and time-saving and can be of great help for individuals who lead an extremely busy lifestyle. Fabletics as a brand understands its customer base extremely well and has implemented all that is known about online market retailing and made their business model a reliable one.


When Fabletics were curated, it was decided that the company would sell itself as an online retail store. Then again, since almost any brand can open up a marketplace online, the need for Fabletics to distinguish themselves from the rest was now needed more than ever. Fabletics knew that their customer wanted clothing that was comfortable and incredibly stylish. They knew their customers lead a fast paced, active lifestyle with very little time to go shopping. Keeping all of this in mind, Fabletics decided to launch themselves with a membership program which their customers have to register for. According to the plan. Fabletics’ customers receive a package of sportswear or leisure wear, depending on their choice and preferences, every month. This means that their clients receive the latest trends, delivered every month to their doorstep by a simple one-time process of signing up. By implementing these strategies, Fabletics’ was not only able to keep their customers coming back for more, but also managed to form strong ties with their clients, thus, in turn, helping them understand the customers even better.


Fabletics believes in offering their customers clothing that is personalized to their needs, and what will fit their lifestyle the best. When a customer enters and registers the site for the very first time, they are asked to fill out a few parameters which can them show them more personalized and filtered clothing results to make the process of selection even better. Also, the brand also has physical stores so that people can try on the clothes they see online and to aid them in making their purchases.Through their excellent customer service and their ability to listen and recognize their customer’s needs has made Fabletics a household name.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

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Fabletics: The Innovator of Activewear

Fabletics is expanding even more in the e-commerce world. They are now going to Amazon to bring in even more profits and more stores throughout the US. With Amazon controlling 20% of the fashion e-commerce world, they are destined to meet their expansion goals as they continue to take over the market.

Kate Hudson’s Fabletics has grown, thus far, to a $250 million dollar business in three years. This brand is so successful due to many reasons. For one, Fabletics have aspirational clothing that pushes the consumer a little bit to reach that higher mark, and this brand includes convenience and membership that create a powerful combination. Not to mention, we are now in the ‘activewear’ movement which also encourages consumers to buy.

And furthermore, with utilizing the various reverse showroom techniques from their e-commerce store and now Amazon, their booming success will allow them to maintain their thriving brick and mortar stores along with adding more stores that are set to be in areas across the US. As a matter of fact, Fabletics liken themselves to Warby Parker and Apple in which their positioning and strategy are paying off due to the opening of more stores and their fashion membership. This will add to their current sixteen brick and mortar stores located in places, such as Illinois, Florida, Hawaii, and California.

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Kate Hudson Gushes Over Athletic Line Fabletics

Many may wonder what is the secret behind Fabletics’ success. And according to their General Manager, Greg Throgmartin, Fabletics believed they are building a reimagined and modern version of a high value brand since day one. He further stated that their membership model allows them to provide personalized service and on-trending fashion for half the competitors’ prices. He also stated that it’s much simpler to make consumers happy when knowing who they are and what they desire.

About Fabletics

The co-CEOs of JustFab, Adam Goldenberg and Don Ressler, and the iconic actress turned business mogul, Kate Hudson, launched Fabletics in October 2013. These visionary leaders saw a great need in the market for activewear. They observed how there are luxury brands, but they are not made of high quality that is stylish at great prices. And as result, they have gained millions of subscription memberships from people around the world as they spread throughout the US, Europe, and other locations. And they currently have 16 stores located throughout the US. And lastly, Kate Hudson features new brands each month as she displays her favorites.

Read more on: AdWeek