Many fashion retail companies are operating in the market today, but one of the businesses that opened as recently as 2012 and has grown to become one of the leaders in the niche of athleisure apparels is Fabletics. The company has grown tremendously in the past few years and is even giving counterparts such as Amazon a tough run for its money. Kate Hudson, who is one of the co-owners of the parent firm of Fabletics, Techstyle Fashion Group, says that the popularity of Fabletics can be credited to affordability and variety it offers.
Kate Hudson says that the company did extensive research on the niche before starting up, and from the very beginning focused on providing customers value for their money. It is also one of the reasons why the company started the subscription model business, where the clients can become VIP members for a small monthly fee. It would help make shopping even more affordable for them, and enable them to buy three products from the company every single month. Any month the customer wants to skip shopping, their membership fee is rolled and added to their account for use anytime else in the future. The customers are sent mail with the items that are suiting their lifestyle, color, and style preference. It is this kind of personalized shopping that the company offers that has made Fabletics a brand to reckon with in the world of Athleisure products.
One other reason for the massive success of Fabletics is the fact that the company managed to implement reverse showroom technique successfully. It is a technique that has earlier been used to create hype around the brand and its products by companies such as Apple and Warby Parker. It is seen that the people walk into the stores and check out the products, and then buy similar products later on from other shops or e-commerce portals. However, with reverse showroom technique, such occurrence is minimized because the brand has managed to stand out as unique in the market.
Fabletics offer a wide variety of designer athleisure products for all sizes, and it focuses on providing something unique, different, and affordable. The customers do not have to worry about its budget when shopping at Fabletics and this is what Kate Hudson, one of the co-owners of Fabletics aimed at achieving earlier. People interested in joining Fabletics as VIP members must take the Lifestyle Quiz offered at its site to know how personalized shopping experience provided by the brand works.