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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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