Fabletics is an athleisure brand unlike any other. It offers not only great athleisure wear, but it also offers a convenient membership model that even offers customized shopping for its customers. When new members join Fabletics, they are encouraged to take the Lifestyle Quiz. This quiz works two ways. It gives Fabletics valuable information about its customers, and it also makes it possible to give their customers a very personalized experience by tailoring their shopping experience to their likes and wants.
Fabletics is now worth $250 million, but they did not grow with the usual pop up method that many new companies follow. Instead, they choose to use the reverse showroom technique. This method resulted in 30 to 50 percent of their customers already being members that shop their stores with another 25 percent deciding to join the Fabletics membership in-store.
Kate Hudson is a perfect advocate for the company as she is very involved and she also lives the Fabletics life. She is very active, and she endorses her own product. She reviews budgets, decides on the strategy used for social media and she also helps to design the athleisure collections. She also touches base with the Fabletics team periodically to stay in the loop and to keep the collections desirable to the customer. Hudson also reviews the sales to see what is selling and what is not as popular. Hudson is not the only celebrity that appreciates the Fabletics brand. Celebrities like Demi Lovato have noticed the trendy athleisure wear as well.
The brand endorses a healthy lifestyle and to love the body you are in. Instead of trying to cover it all up, Fabletics offers workout wear that accentuates and emphasizes the curves of the body while offering comfortable clothing that supports an active lifestyle. Fabletics is all about quality and giving the customer what they want. They are in-tune to what is popular and what isn’t. They are listening and putting the information they get from the Lifestyle Quiz to give them what they want.
Fabletics has grown quickly for trying to take it slow and is growing steadily in the athleisure marketplace. They’ve even landed a high rating from the Better Business Bureau. In 2014 alone Fabletics has grown to triple digits and in the past year has a sales jump of 644 percent. They currently have 22 physical stores with plans to open more.