In just a few short years, the sports apparel brand Fabletics has taken its market niche by storm and continues to see its influence grow with each passing day.
At this point, Fabletics could soon find itself going head-on with retail giant Amazon. Given how successful Fabletics’ business model has been, it very well could stand up to one of the largest business brands in the world and continue to thrive.
Since its launch on Oct. 1, 2013, by actress Kate Hudson and fellow founders Adam Goldenberg and Don Ressler, the Fabletics brand has become a great business success story. Part of it may be attributed to Hudson’s fame as well as the financial acumen okf Goldenberg and Ressler. However, most of the success Fabletics has enjoyed stems from its successful business practices.
The company started as an online subscription retailer specifically for women’s fitness apparel. The American company developed its appeal by creating a women’s clothing line that could allow females to wear athletic fitness wear as everyday clothing. This allowed for women to avoid using gym bathrooms and come and go to fitness centers as they please, sometimes even between daily chores. In today’s mobile world, this dual-apparel role greatly appealed to the modern woman and Fabletics was able to create a market niche for itself right away.
Eventually, Fabletics branched out to men’s athletic wear in 2015, but the women remain their chief target market. The brand has successfully used Hudson as a strong marketing pitch person who often took shots of herself modeling Fabletics gear and posting them online. The online store also has Hudson’s monthly picks of a few of her favorite items.
However, the greatest success which Fabletics has had owes to the increasingly popular method of reverse showrooming. Instead of showcasing at a local store for its prospective clients, Fabletics uses its online presence and retail store there to show would-be customers its growing list of clothing apparel. The company then bought some brick-and-mortar stores, allowing customers and subscribers to come in and buy certain clothing there. The method has proven to be highly effective as in early 2016, the company planned on opening as many as 75-100 actual stores in order to sell their gear, thus complimenting their online presence.
Another example of Fabletics’ marketing strategies is to actually develop a short lifestyle quiz for prospective customers, allowing them a chance to figure out which certain type of Fabletics apparel is best for them.