How Fabletics is Taking the Athleisure World By Storm

You may have seen the ads for Fabletics on TV or online, where a springy Kate Hudson poses in a variety of brightly-colored workout clothes. In a market where ‘athleisure’ is becoming the fashion norm, challenging the hold that big-name retailers like Amazon has on the market can be challenging – but if Fabletic’s $250 million business is any indication, Kate Hudson is doing a pretty good job.

 

Brands today are declining in value, while the modern consumer is placing a higher value on experiences and personal relationships with the companies they care about. The Fabletics model of fashion membership allows it to cultivate a loyal customer base, Fabletics General Manager Gregg Throgmartin tells Forbes.

 

“Our membership model is what allows us to offer personalized service and on-trend fashion,” he says, and at half the cost of Fabletics’ competitors. “It’s… easier to make people happy when you know who they are and what they want.”

 

By joining Fabletics as a VIP Member, your first outfit is only $25. You get outfits curated for you each month, and a 2-3 piece outfit for about $50. If you don’t want anything that month, you can skip and don’t get charged.

 

Fabletics has built off of the demonstrated success of its monthly membership program by building physical stores, and they will be building more this year. One way Fabletics has built such a strong customer base is through its embrace of “reverse showrooming,” a trend that has killed other countereparts. Nearly 50% of Fabletics customers who come into a store are also members online, while others sign up in-store. A Fabletics customer can browse in-store, and it goes into their online shopping cart as well. This turns the shopping experience into an additional opportunity to build a relationship with both current and potential members.

 

Fabletics’ retail strategy also embraces online data, but is not chained to it. This way, physical stores will stock items that they know are a local preference or are trending on local social media, but for Fabletics, what really matters is a combination of bringing global fashion trends to local customers.

 

A blogger named Teri Hutcheon, creator of the blog A Foodie Stays Fit, recently wrote a non-sponsored post reviewing Fabletics. Her impression was that the quality is excellent for the price, and that the style is excellent. However, she did not feel that the site is easy to navigate or that customer service was always helpful.

 

Be sure to take the Lifestyle Quiz to find out which Fabletics gear is right for you. Based on your answers about what kind of workouts you do, you get workout gear options that are customized to you.

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