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.