Fabletics: An Out Of The Box Activewear Brand

Fabletics is an activewear and loungewear site like no other. Founded in 2013, the site has transitioned to being one of the best in its category and is currently worth over one million dollars. The brand was founded by none other than Kate Hudson, who is a prominent Hollywood actress. She formed Fabletics with the help of Don Ressler and Adam Goldenberg. The trio was able to use their skills to the best of their abilities so that they could provide their audiences with activewear that looks like it has come straight off a runway in Milan, into the customers closet. The brand tries its best to offer their customers tailor-made solutions so that they never have to look anywhere else when it comes to this kind of fashion. Fabletics is one of the subsidiary companies of JustFab, which is also one that was formed by Don Ressler and Adam Goldenberg. Fabletics is the activewear and sportswear segment of JustFab, which has been of a big help since a lot of the customers transferred over when the brand started putting out its line of clothing.



As the brand grew, it became more and more crucial to implement one of a kind strategies to improve their sales and keep the customers coming back for more. Initially, the company decided to implement a system that would guarantee them, customers. Fabletics was one of the extremely few brands to implement a membership system. This system allows the customers to become permanent members of the brand. This allows them to receive one or more sets of activewear every month for a small cost. According to this system, when a person logs onto the site, they are asked a few questions to determine the kind of clothing that they would wear, and also what they want it for. Of course, the customers may choose from outside of what they are shown, from any of the other clothing and fashion lines that they like. By giving them this freedom, the customers feel that they are buying from a brand that gives them a massive choice. The customers then receive the clothing that they choose every month, which is delivered right to their doorstep.



Just like a lot of other brands, Fabletics too thought about setting up shop in prominent locations around the country. But just like all of the other plans that Fabletics has partaken in, this one too was one of a kind. For starters, the store at any of the Fabletics outlets functioned more like a massive dressing room rather than a store. People who wanted to buy clothing from the brand could see what they wanted online, and then try it on in the store to check it out and to see how it looks on them. By offering their customers this, the brand is giving them the freedom to choose and pick as they like. It is also assuring them of quality, telling them that what they see is what they get.