The world of fashion is fast evolving and getting even more competitive with every passing day. Many leading fashion retail brands are entering the market now and then, and while some stays, most of them vanish into thin air. It is primarily because of the presence of companies such as Amazon, which continues to hold 20 percent of the market share in the fashion online retail market. However, one of the relatively young brands that have proved to be a fierce competitor for Amazon recently is Fabletics.
Fabletics is one of the most talked about athleisure brands in the market today and provides its products world over. The company has a highly affordable and unique subscription model through which the company has acquired over 1.2 million VIP members from across the globe. The subscription model business has proved to be high successful for the company and has helped it gain substantial business. In just over four years of operation, Fabletics has managed to do the business of over $300 million annually.
The fact that Fabletics is co-owned by Kate Hudson, one of the globally famous Hollywood actress and a highly acclaimed fitness diva, has also played the key role in the success of Fabletics. The company also implemented the reverse showroom technique to the company’s advantage. In this method, the brand first made sure that is popular among the target audience online, and there is significant brand awareness in the market about Fabletics. Once that goal was achieved, Fabletics started launching its physical showrooms across the country. At present, Fabletics has 18 showrooms in the country and plans to open much more in the years to come, not only in the United States but the overseas market as well.
Fabletics is a brand that the customers can relate to, and this is what Kate Hudson always wanted. Kate Hudson realized that while there is a huge demand for athleisure products in the market, there are almost no brands that offer reasonably priced products. In one of the interview she said that to buy Yoga pants from a high street fashion brand, one needs to give close to $300, which Kate felt is unreal and unfair to the masses. It is because of this reason Fabletics was born, and now people have access to a vast collection of athleisure products that are reasonably priced. Moreover, the customers can personalize their shopping experience at the site by taking the Lifestyle Quiz offered by Fabletics.