Fabletics, a subsidiary of TechStyle Fashion Group, co-owned and founded by Don Ressler, Adam Goldenberg, and Kate Hudson, is one of the most popular “Athleisure” brand in the market today. The company is giving tough competition to even e-commerce giants such as Amazon, which has over twenty percent market share. However, even in such a competitive market where there are so many fashion e-commerce portals active out there trying to grab customers’ attention, Fabletics is now doing a business of over $250 million. For a company that is still in the infant stage and started just over three years back, it is a remarkable feat to achieve.
Kate Hudson, who is one of the most famous Hollywood celebrities, is a role model for millions of women across the globe, and it helped the company gain that much needed momentum in the starting days. The company comes up with a new designer collection that is what the urban women are looking for. And, the best part is that the price of its products are kept affordable, which has helped Fabletics reach out to a wider audience. Its subscription model is unique and has attracted millions of customers in just three years of its existence.
The customers who enroll for the VIP membership receive an email from Fabletics each month with the selection that is personalized as per their body type, lifestyle, and preference. Such personalization helps the customers to get what they are looking for, and the members are under no obligation that they have to buy every month and can skip any month they choose. For the month the customers decide not to buy, they are not charged. It is what makes it a flexible and convenient option for the customers.
One other factor that has helped Fabletics expand as a company is its reverse showroom technique. Through reverse showroom technology, the company first established as one of the market leaders in the “Athleisure” niche and then went on to open physical outlets across the country. The company currently has 18 stores in different key cities and points in the country and plans to open much more shortly, including in overseas markets. Fabletics currently has stores spread through California, Hawaii, Florida and Illinois. Opening physical outlets across the country help the company to reach out to a wider audience and attract more customers, which is considerably helping Fabletics to grow its customer base.
Most of the women who have the VIP membership found the subscription model to be highly convenient and affordable. It is because Fabletics comes up with something new and unique each month. Its collection has received rave reviews from millions of its customers from the time Fabletics began its operation. The collection sent out to its members is personalized as per the lifestyle and preference of the customers.
As per the General Manager of Fabletics, Greg Throgmarting, it becomes much easier to please customers by knowing what they are looking and who they are. Customers looking to become members of Fabletics must take its Lifestyle Quiz as well, which would help give an idea of how the company personalizes the shopping experience for its members.