Fabletics is a sportswear line for women. It was started in 2013 by Kate Hudson, Adam Goldenberg, and Don Ressler. Fabletics has been able to register massive success since its inception. It has become a household name for all women. The company also launched a sportswear line for men referred to as FL2. Fabletics now offers dresses and swimsuits to its customers. It has been able to get a lot of press exposure due to the advertising tactics that Fabletics uses. Fabletics has been able to increase its revenue by 35% each year according to Forbes. Fabletics uses pop-up stores so as to increase membership.
Some of the advertising methods used by Fabletics include the use of footage that Kate Hudson shot using her phone and targeting their competitor Lululemon. Fabletics is committed to offering clothes of the highest quality and the current trends to its clients. Their primary aim is to make their customers look stylish while working out. Fabletics offers its customers an option to sign up as members and VIP members. This enables them to choose clothes based on the workout of the client and lifestyle preferences. Fabletics ensures that they get maximum comfort and satisfaction regardless of their size and shape of a customer. A person is required to fill a survey that highlights their lifestyle preferences and workout upon registration as a member of Fabletics. Clothes are chosen for each member basing on their preferences at the beginning of every month. The company has been able to open more than 16 brick and mortar retail stores.
Fabletics is currently taking over Amazon in the fashion e-commerce market according to an article published by Forbes. Amazon controls nearly 20% percent on the online fashion market, and Fabletics is giving them a run for their money. Fabletics has grown to a revenue of $250 million in three years. It continues to grow every single year. The subscription mechanism employed by Fabletics has played a huge role in the success of the company. It is known that customers prefer brands that are aspirational. Fabletics has combined this with the membership mechanism to win their customers.
The shift in economics has led high-value brands to be defined by things such as gamification elements, customer experience, brand recognition, exclusive design, and last-mile service compared with the past where price and quality of products and services defined high-value brands. Fabletics compare its strategy and positioning to that of Warby Parker and Apple. They say that it has proven useful since they will soon be opening more physical stores.They currently have stores in California, Hawaii, Illinois, and Florida.
Gregg Throgmartin is the General Manager of Fabletics. He says that the company’s secret to success lies in the creation of a modern and re-imagined version of the high-value brand. He adds that the firm’s membership model has allowed them to provide their customers with service that is personalized and the latest fashion at half the price of their competitors. He concludes by saying that making your customers happy is very easy when you understand them and what they prefer.