Fabletics – A revolution in the active-wear industry

Kate Hudson went from being an amazing actress and American sweetheart to becoming a great businesswoman of our times. She took the activewear industry and turn it around using online marketing tools for the Fabletics brand benefit.

 

Buying a Fabletics piece of activewear means more than just wearing activewear. It means that you are part of a community that takes care of you and keeps in mind a balanced lifestyle for you. More than your membership, you become part of an amazing family that cares about its customers’ education and always strives for excellent customer experience.

 

What is Fabletics’ key to success?

 

Reverse Showroom, amazing looks, and comfortable styles!

 

In a world where it seemed like every customer was going to a store to see what they liked, and then went to an online store for a better price, Fabletics has implemented a reverse showroom style. This means that as a consumer, you are able to browse styles at the online store, and then visit your local stores for final fittings and purchases when needed.

 

The key to their success is being able to offer their clients both elements, online and offline, in their shopping experience. That’s why between 30-50% of consumers are joining Fabletics online and walk into a store as a member. While 25% of them become members of the store after their first visit.

 

When you complement this with fabrics that feel great on your body and styles that everyone wants, you get yourself a successful activewear brand!

 

What can I do with the pieces that I love at the store but want to buy later?

That is one of the best parts about visiting a store. While trying on different styles in your fitting room, you can keep those items in your online shopping cart. This way, they can make a final decision later after leaving the store.

 

Is Fabletics strong enough to take on Amazon?

 

While Amazon continues to gain territory on all online shopping departments, Fabletics is offering their consumers a more personalized experience that they can enjoy online and offline.

 

Fabletics’ collections bring in different celebrities allowing consumers to relate more with to the brand. For example, Demi Lovato’s latest Fabletics collaboration. If Demi loves it, her fans will love it too!

 

More than athletic wear, Hudson created this activewear line thinking that you can dress up her styles while still feeling comfortable and chick when wearing them.

 

Working out makes you feel better thanks to all the endorphins we release, and one thing that will make you even happier is to look amazing while those endorphins get released!