The popularity of athletic and athleisure apparel has continued to rise in recent years.
Fabletics, Kate Hudson’s subscription based athletic apparel brand, uses info gathered directly from their customers, to provide people with exactly what they’re looking for. Fabletics is sold primarily online using a membership model. Customers take a short lifestyle quiz that helps determine which products will be right for them. The company releases new collections every month, and items that are not selling are dropped from the website immediately in order to make room for new styles.
“Showrooming”, the phenomenon in which customers check out a product in store, and then purchase it online, is the great enemy of brick and mortar retail sales. Fabletics has worked around this problem by creating a business model that makes no distinction between retail, and online sales. Their brick and mortar stores are stocked according to data collected about nearby members. When a member tries on an article of clothing in store, that artle of clothing is automatically added to their online shopping cart, in case they wish to purchase it later.
Kate Hudson, the brand’s founder, noticed space in the athletic wear market for stylish, affordably priced clothing. She created Fabletics with the idea that women of all shapes and sizes should have access to athletic wear that isn’t absurdly expensive. Fabletics offers ready to wear styles in extended sizes, from XXS through 3XL.
Hudson hopes that her brand will encourage people to maintain more active lifestyles. Her message is that people should start small, just putting one foot in front of the other. Fun, stylish, clothing can be a great way to get people motivated to move.
Hudson helps to keep Fabletics current by reviewing the numbers every day. The company relies on Big Data to provide customers with the right products at the right time. The quick, fun, lifestyle quiz offered as you sign up for Fabletics helps the brand understand more about what their actual customers are looking for.
Fabletics is a great option for people who are tired of looking for stylish workout gear that performs well, and finding a sea of $250 yoga pants. Take the Fabletics lifestyle quiz and find out which Fabletics styles are right for you. The quiz takes just a few minutes and it gives you access to the best athletic gear for the activities that you do most.