Fashion

Fabletics: Award-Winning Fashion Brand

How does a company become the most talked about fashion brand in the world? There are two ways: the first is to start a short-term trend, and the second is to establish a generational fashion brand. The latter is what Fabletics chose. Fabletics is the most popular activewear brand in the world.

Fabletic’s creator, Kate Hudson, wanted Fabletics to combine stylish fashion with affordable fitness wear. While other companies like Lululemon charge nearly $100 for one pair of leggings, Fabletics uses a subscription mechanic so that it can offer members lower prices. Usually, lower prices mean lesser quality products; but that’s not the case with Fabletics.

Fabletics found its target audience before it shipped its first pair of leggings. MIllennials love exercising and have more liberal opinions about casual wear. Activewear allows wearers to go straight from the gym to partying at a bar. Fabletics designed items that can handle strenuous activity and look good doing it.

In just over three years, Kate Hudson’s grown Fabletics into a $250 million brand. She works closely with all of Fabletic’s designers and hand-picks what items are featured on the site. That’s why she recently won the athleisure award; for her brand’s outstanding creativity and excellence.

Fabletics also achieved something many e-commerce companies only dream about; successfully transition to physical stores. Even companies that start out as physical stores struggle to succeed in today’s economy. Consumers spend more time shopping at discount online suppliers than they do shopping in a retail store.

But, because of how Fabletics began, the brand figured out a way to turn that negative into a positive. Fabletic’s members are used to getting special treatment. So, Fabletic’s stores host events and other activities as a way of getting to know their local members. That ensured that most of the people visiting a Fabletics store are already members.

Fabletics is brilliantly priced for the quality of items members get. Especially the leggings; which many agree rival the quality of more expensive brands. The variety of styles is more than one person could ever hope to find at one company.

It’s shocking to think how inexpensive Fabletics is. Members can get two items from Fabletics for the same amount of money as one pair of leggings from Lululemon. Fabletics also has a lifestyle quiz for curious shoppers.

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Could Kate Hudson’s Fabletics Really Topple Amazon?

While Kate Hudson’s Fabletics might not be able to completely take over Amazon, the company is poised to do what no other fashion company has been able to do in all these years. Amazon currently commands over 20% of the clothing market online, but in only three short years Kate Hudson’s Fabletics has made over $250 million in sales and it appears there is no sign of the company slowing down. But how can this celebrity dominate in a space that has been completely engulfed by the Amazon e-commerce machine.

 

To hear directly from Hudson, she talks about how her athleisure brand is reaching an audience in a way that no other fashion company is succeeding. Hudson says that the success of her company is a combination of her membership program and reverse-showrooming. Most buyers don’t know what these terms mean, but they are certainly responding when they visit her stores and shop online too. Hudson says when women come to her retail store in the mall, they are free to try on the active-wear and never pressured to buy anything. Consumers come into the Fabletics store, sign-up for as free membership, take the Lifestyle Quiz, try on clothing, and leave.

 

How could a company make $250 million in sales when the buyers are allowed to leave the store most of the time without buying you might ask?

 

To hear it from Hudson, women like to window-shop without pressure on their break or when out with friends. As a member, all the things these ladies try on in the store get transferred to the online site. So when she gets home after a long day and logs into the Fabletics website, everything she ever tied on is there in the store to consider. Now that you know what size fits and flatters your frame, you simply look at the huge assortment of workout gear and choose your items with free shipping.

 

Now as a member of the Fabletics site, you get a personal shopper who’ll look over your purchases and quiz results, then choose something new and exciting for you each month. Again, no pressure here, shoppers can select the items chosen for them or simply reject them and buy something more to their liking without any pressure or hassles. This is a unique business model that appears to be working as more women around the globe are helping to give this company global recognition to compete with Amazon.

Plus Sized People Are Included In The Fabletics Fun

Plus-sized people have been long excluded when it comes to fashion by many stores. Some fashion retailers have attempted to include plus-sized clothing only to get rid of it shortly after. This can be really frustrating for people who are larger than average. At the same time, there is the issue with sizing. In some cases, fashion retailers change the sizing of their clothes. As a result, some of the customers are alienated from the fashion retailer. Fortunately, there is a fashion designer and seller that is aware of the issue that people who are outside of the size limits face.

 

Fabletics has not only access the issue that comes with athletic fashion, but it has also addressed the issue that plus-sized people are faced with when it comes to clothing. The selections are very limited. The founders of Fabletics have decided that plus-sized people have the right to look every bit as stylish as their smaller counterparts. Therefore, they have opened up a plus-sized line for women. Therefore, Fabletics has made good on its intention to be an all inclusive brand. Therefore, women of all shapes and sizes should be able to buy the clothes they like.

 

What makes it very meaningful for Fabletics to be all inclusive is that it is a fashion retailer that is designed towards active wear. Athletic and physically active people are considered to be smaller than some of the plus-sized clothing. However, that does not mean that bigger women have to settle for less than nice looking clothes. Larger women can also have some great styles that will turn heads and make other people impressed and even envious.

 

Fabletics sells its items according to what the customer wants. When the customer signs up, she is given a style quiz which will direct her to the types of clothes that she would like. She would then buy the clothes that are suggested to her.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on