Fabletics is considered more of a newcomer when it comes to the fashion industry. The company launched in 2013 and quickly skyrocketed to the top when it comes to online clothing store choices. Fabletics capitalized off the fact that there was a need for athleisure-wear. Athleisure-wear is the latest trend that is sweeping the country. It’s a style of clothing that is comfortable, cute, and supportive. It can be worn for a variety of different activities from hitting the gym to running errands. It all depends on the person.
Fabletics and the founder Kate Hudson has had more success than other athleisure-wear brands for a variety of reasons. For one, they truly understand their customers. Fabletics tries to come out with clothing choices that fit a variety of body types. Fabletics understands that all women are shaped differently and therefore they make clothes that range from an XXS to a 3X. Fabletics also carries a variety of styles. Someone who will be hitting the gym wearing Fabletics clothing will need a style that’s different from someone who is wearing one of the outfits for a yoga class. Fabletics is also constantly coming out with new designs and patterns to keep things fresh and exciting.
Fabletics guides customers through the process by having a Lifestyle Quiz. Potential consumers can log on, take the quiz, and be matched with outfits that fit their needs. They can then sign up for the subscription-based model that Fabletics operates off of. By signing up, consumers get the latest styles and deals. They never have to worry about missing out. According to Forbes, this is different from other companies. Most companies have a shop where consumers can try on clothes and buy. Fabletics is doing things differently. They started out completely online and now they’re opening brick-and-mortar stores.
The addition of these new stores was a great move for Fabletics. Potential consumers can stop by the store, try on clothing, get their questions answered, and then sign up for the subscription. The subscription is great because it doesn’t charge any extra fees. In fact, customers get clothing at a discount and each month they’re presented with more outfits they can choose from. Customers always have the choice whether they want to pass on a new outfit or purchase one for the month.
Overall, Fabletics is taking down the competition because they’re daring to do things a bit differently and it’s paying off.