The Marketing Strategies that are used by Fabletics

Fabletics is a firm that was established to offer atheleisure wear in the United States. The enterprise was created by Kate Hudson in 2013, and it started by selling products through its online platform. The business has grown at a fast rate for the past three years that it has been operational. The clothes that it sells are referred to as atheleisure wear since they can either be worn during sports activities or leisure. Fabletics has dedicated itself to making sure that the products that it offers are very stylish, trendy, comfortable, long-lasting, and affordable. The enterprise currently has over one million subscribers on its online stores. It has grown into a big brand that can compete with businesses such as Amazon, Lululemon, and Athleta, which are leading manufacturers of sports apparel. Fabletics has managed to attract many customers to its online platform due to the affordability of its products. It sells clothes at about half the price that they are worth.


Kate Hudson has been striving to ensure that its business offers unparalleled after sales services. Its subscription package has been growing in popularity each day in the United States and other parts of the globe. Fabletics is always keen on understanding the needs of the clients, and therefore, it manages to fulfill their diverse fashion tastes. Customers are required to take a short survey when they sign up to enable the company’s stylists to understand their preferences regarding style, color, and size. The clothing line offers two types of subscriptions to the customers, and they are VIP and regular. It provides many privileges to the VIP members, and they include free gifts, delivery, and returns. All the clients who have subscribed to its online platform are offered products at incredible discounts. The firm has made its membership packages to be highly flexible since customers can skip a month or unsubscribe when they wish.


Fabletics has experienced overwhelming success due to its excellent business strategies. The firm owned 18 brick and mortar stores by the end of 2016 and plans to establish 12 more in the first half of 2017. Opening the physical shops has enhanced the accessibility of the enterprise to different shoppers. Statistics indicate that over a half of the consumers feel like it is convenient to purchase products from a physical shop because they are allowed to test the size, texture, and color. Fabletics has made an income of over $250 million since it was established in 2013.


The athleisure wear company has an excellent marketing plan that is known as reverse showrooming. It associates well with individual who browse for products on its website and welcomes them to visit its brick and mortar stores. This technique has enabled it to have more subscribers and manage to compete with e-commerce giants like Amazon. Kate Hudson believes that marketing is among the major factors that influence the popularity of a brand. The company sends products to the addresses of the subscribers every month. It ensures that the athleisure wear that the clients receive match their preferences

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