Fabletics is an athleisure brand that is a subsidiary of Techstyle Fashion Group, a company that is co-owned by Don Ressler, Kate Hudson, and Adam Goldenberg. Fabletics was launched after a lot of research, and market surveys were conducted, which showcased clearly that there aren’t many brands out there that offer quality fitness and activewear for women at an affordable price.
Some of the more prominent brands do offer athleisure wear, but which have stereotypical design and are priced too high for the women looking to shop in a budget. Fabletics aims to provide a comprehensive shopping experience to its customers, which includes a heavy dose of personalization as well. It is also one of the very few companies out there that offer sizes from XXS to 3XL, which means that women with varying body sizes can conveniently shop at Fabletics without having to worry whether they would get the right fit for their body or not.
Fabletics aims to inspire people to live an active life, and Kate Hudson being one of the co-owners of the company, has helped in delivering that message loud and clear to the target audience. Some of the companies that Fabletics gave tough competition to after it was launched in the activewear category are Amazon, which currently holds close to 20-22 percent of the market share in the fashion retail segment. The growth of Fabletics in terms of turnover and patronage has been awe-inspiring to say the least, and it has given tough competition to many of its rivals. It started as an experimental venture, which has now become a major mainstream company.
One of the reasons why Fabletics has seen tremendous growth in the past few months is due to the reverse showroom technique it implemented successfully. It is a marketing technique that is previously applied by companies such as Apple and Warby Parker as well. The reverse showroom technique employed by Fabletics has helped the company in gaining more popularity as well as customers. The sales of the company have soared drastically since the physical showrooms have been opening across the country.
Fabletics has focused on using technology to its advantage and has evolved into a modern company that understands what the customers want. It uses the Big Data technology to gather data about what marketing and sales technique are working so that it can base its marketing strategy accordingly. The company has been reporting higher sales since it has started opening physical outlets across the country.