Fabletics-Changing the Athleisure Market

Fabletics is a brand that people like because it is not only convenient, but it is a brand that promotes healthy living and is affordable. The designs are fun and practical and the advocate of Fabletics, Kate Hudson, is likable. She also endorses her own brand. Customers are much more likely to buy a product when the endorser actually uses the product they are promoting.


Kate Hudson is s great fit for the company. She is very involved with Fabletics and oversees a lot of the behind-the-scenes that are required to keep the company growing. Hudson is passionate about the company and uses the information collected by the lifestyle Quiz to give her customers exactly what they want. When new members join Fabletics, they can fill out a Lifestyle Quiz that helps to provide a personalized shopping experience for them. It also gives Fabletics a better idea of what their customers are looking for.


Fabletics didn’t grow into success overnight but instead gradually got more successful. The company took its time and really got to know the culture of its culture base before really scaling into a $250 million dollar company. The company realized that there was no athleisure brand that offered workout wear that would really get someone motivated to work out. Also, the prices on athleisure wear were expensive and unaffordable for most people. Fabletics changed the concept that something has to be expensive to be of good quality.


Fabletics has also avoided getting affected negatively by what is known as “reverse showrooming.” This is when shoppers browse merchandise only to buy it elsewhere at a lower price. Fabletics has about 30 to 50 percent of their shoppers in their stores that are already members, and typically another 25 percent decide to join. It doesn’t matter where their customers shop, either because it all counts towards their items for the month.


The company currently has over 20 retail stores and has big plans for expansion. They are expecting to grow quickly in the upcoming years as well.


Fabletics has become a leader in the athleisure brand, and it continues to grow. Celebrities such as Demi Lovato has fully embraced the brand as well, and they love that Fabletics is about empowerment and about feeling great in your skin. Although Hudson doesn’t have any plans to retire as an actress, she is still very involved and passionate about Fabletics.

What Fabletics Does Differently to Surge Their Company Ahead of Others

I am rarely passionate about a clothing line. In fact, I tend to generally switch loyalties as frequently as I switch television channels. Yet one company has truly captured my attention, my loyalty and garnered many positive online reviews from me.

That brand is Fabletics. I’m sure you’ve heard of it. It has grown from a tiny start up to a mega brand led by actress and fitness model Kate Hudson. They have seen 200% growth since the founding of the company and have over $250 million in sales. Fabletics is a game changer in athletic wear for women. A few years ago the options were bland, simple black, grey or white were the only options and the higher quality clothes were way overpriced.


Fabletics entered the game and changed all that, offering fun and trendy options that were actually stylish, high quality and with different trends for different style preferences. Since then Fabletics has leveraged the power of crowdsourcing to take their brand to the next level.


Fabletics is wise to the power of digital and has been since the beginning. A recent study showed that in today’s digital age 84% of people truly trust an online review equally to a recommendation from a personal connection. This has been steadily increasing over the past years.


The truth is, there are more options to review a brand or company online than ever and if people are trusting in those reviews it is an amazing strategy to gain new customers. Fabletics knows this and their parent company, TechStyle Group LLC, leverages the power of the crowd to gain positive reviews. In this way, they are committing to being loyal and transparent to customers through the power of online reviews.


This isn’t a simple tactic. Brands must be of truly good quality to garner independent positive reviews from thousands of people. Fabletics has over a million subscribers to its monthly online subscription of athletic wear and Fabletics takes pride in offering a product that is of the highest quality and at a good price. They offer the highest customer service and simple exchange policy. For those reasons they garner wonderful online reviews that encourage more and more people to become loyal customers.


Behind Fabletics is the beloved actress Kate Hudson. She is known throughout the world as one of America’s sweethearts. Yet, many people don’t know that she isn’t just the spokes person for Fabletics, she is truly a leader and manager of the company. Kate Hudson shared that she would never stand behind or speak for a company she wouldn’t personally use and didn’t believe in. She is an active person and wears Fabletics clothing herself.


She believes that every woman should be able to feel and look great when working out and that fitness clothing shouldn’t just adhere to one look. For her, Fabletics is a means for women to express themselves and have confidence when doing whatever type of fitness activity they enjoy.


If you haven’t looked at Fabletics yet, you can visit their website and take the online Lifestyle Quiz to determine your look and style.

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A photo posted by @fabletics on