The trend of people wearing athleisure wear has been increasing at a rapid pace in the last few years, and it has led to the emergence of companies providing athleisure wear. One such company in the market is Fabletics, which started in 2013 and in just a few years has become a leader in its niche. One of the primary reasons why the company has been able to taste success so early is because of the quality of products it supplies and the price range it has kept of its product line. Kate Hudson, who is a prominent Hollywood actress, is one of the three co-owners at Fabletics. She said that at the time of the launch of Fabletics, there weren’t many brands on the market that provided affordable athleisure wear, which is where Fabletics banked upon. And, somehow it clicked with the target audience.
The company is also known for its innovative marketing strategies, and one of the marketing strategies that helped the company soar its sale and revenue is its subscription model. The customers of the company can become its member at a very low fee that would also help them get three items shipped to them every month. It offered busy women a convenient way to shop online and provide value for money. Fabletics has over a million VIP members currently, which is a number that is growing rapidly in the last few years. Moreover, the company continues to launch limited edition product line in collaboration with other celebrities. It is a marketing strategy that has worked wonders for the company and its brand value. The recent limited edition launched in partnership with Demi Lovato was a hit among the consumers, especially the youth.
Fabletics has also implemented the reverse showroom technique pretty efficiently, which is one of the contributing factors for its success. It managed to get its brand value up in its niche with effective online marketing strategies and after that, has opened brick and mortar stores across the country and even overseas. It gives the consumers an opportunity to check out the product range of the company firsthand. It has also helped Fabletics gain a substantial amount of VIP members. Fabletics takes the customer service seriously and has a dedicated customer support service that ensures that the customers get fast and attentive service at all times. All these factors have combined to make Fabletics a leading fitness apparel brand in the market.