If ever was a company that spelled out comfortable yet fashionable activewear, Fabletics is a corporation the would come to mind. Fabletics has managed to establish itself as a prominent activewear brand by being successful in an industry where Amazon controls most of the market. Achieving this was no easy feat, but Kate Hudson, the founder of Fabletics, has managed to make women everywhere swoon over her latest collection which looks so good, that it belongs on a major fashion runway.
When Kate Hudson decided to launch her brand of clothing, little, did she know how big the company would make it in such a saturated industry?Today the company is worth millions and has become the go-to brand for women and fashion lovers everywhere.
Fabletics initially launched itself on an online marketplace, which was the only way customers could purchase their clothing. The company follows a rather interesting way to buy their clothing, which many stores have not been able to do very well. When you first enter the Fabletics site, you will have an option to choose a few parameters like the sport you wish to wear and your body type. After you have selected these parameters, you will get an option to choose your preferred plan. That’s right – Fabletics works as a monthly subscription which delivers their clothing every month to your doorstep. The brand mas managed to capture such a large customer base because the company makes it extremely simple to get the most fashionable activewear, with the ease of convenience.
With their plans, women all over get access to some of the latest trends in the activewear industry, without having to spend hours browsing through fashion magazines or stepping outside of the comfort of their homes. Also, their membership plans are extremely economical and affordable, as compared to the major competitors that currently exist in the market.
However, Fabletics realized that a significant amount of the consumer base preferred trying on their clothes physically before they make a purchase for it. Keeping this in mind, while still maintaining their online site, Fabletics launched its reverse showrooms to give their customers the chance to try on their activewear before they make the decision to purchase it.
In a time where stores are always competing to have the best and most enticing showrooms, Fabletics has managed to be cut above the rest because of their innovative approach to showrooms. Customers can enter the showrooms located at any one of their sixteen locations and try on the clothes they like, and can then choose to buy the clothes online, in their own time. Fabletics also ensures that their site only shows those items that are also available at their physical showrooms so that none of their customers will ever be disappointed because of the unavailability of their products. The aim of their store isn’t to make customers buy something, but merely to act as a trial room so that the clients can select and decide what they like.