Fabletics: Making Fitness Fun Again For Everyone
Fabletics came about when Don Ressler and Adam Goldenberg together with Kate Hudson felt there was a space in the market for high quality and affordable activewear clothing for women. Don Ressler and Adam Goldenberg are the founders of JustFab. The company operates on a subscription model where customers subscribe to be members so that they can buy the clothing. It was founded in mid-2013 and launched officially in October of the same year. Fabletics has opened more than 15 retail stores all over the US in locations such as Hawaii, Illinois, and Cincinnati. The company hopes to open close to 100 stores in the coming years to be able to reach its customers better.
Faletics is present in other locations around the world. It ships to Australia and countries in Europe. Its revenue has expanded by more than 30% each year. This is evidence of the good work that Kate Hudson and her team are doing. The company opened a men’s line called FL2 although it started out by selling women clothes only. The line was developed in conjunction with Kate Hudson’s brother known as Oliver Hudson and was launched in 2015. Fabletics’ success in the fashion e-commerce market has not gone unnoticed. It has been covered by some publications such as ELLE, Racked, and Women’s Wear Daily.
A piece on Forbes showed the innovative approaches to business that the company had taken to grow so fast. Fabletics has grown to become a $250 million business. It is taking on the likes of Amazon. The company has experienced blistering success in the field. It is on course to open more physical stores in the country. The success of brands depended on pricing and quality of products in the past. This has shifted in present time. The service that brands offer to their customers has proved to be essential for success in today’s market. Fabletics has used this to their advantage and has gone above and over to give their customers the best experience.
The company’s approach to physical stores has been unique and has separated it from the brands that do it generically. One of the strategies that they are known for and that has worked well for them is reverse showrooming. Many companies have been hurt by the pop-up store model because people browse for items in their stores but end up buying the same items elsewhere at a cheaper cost. Fabletics owns its stores. They establish a relationship with customers from the moment they walk in the door. The company organizes events where they get to interact with the public and know them better. These events are also good marketing strategies because of the publicity that it gets them.
The item is added to their online shopping cart when customers shop at the store. The site and the physical store complement each other. This has worked out well for them and nearly a quarter of people who walk into their stores become members.