Fabletics launched in 2013 and become an instant success with fitness fans around the world. Kate Hudson is the face behind Fabletics and with her she brings a fun, sporty look that keeps customers coming back.
However, Fabletics is more than just a brand, it is part of the first VIP member shopping experiences to launch. Members can sign up to be VIPS and take a short style quiz. Based on this quiz, Fabletic emails monthly picks to the members inbox on the first of each month. There are about 10-15 outfits to select from and all are deeply discounted for the members. However this money is not lost, it may be used at any time to purchase products on the Fabletics site or just check them out on Facebook. If members are not happy they can cancel at any time with a quick phone call. If one is reluctant to commit to being a VIP right away you can also sign up for Kates Monthly Picks. Each month Kate Hudson will email her favorite styles for the month that one can purchase however the there is no VIP discount for this option.
One of the reasons Fabletics is such a success is that it is not geared toward a particular athlete or type of work out but towards an overall fit life style. Many of the options are layered options, allowing customers to leave their workout class and throw on their Fabletics hoodie and run their errands while still looking stylish. The brand is about being able to live an active lifestyle while still being comfortable and looking chic. This concept is so popular amongst Fabletics fans, that Kate Hudson recently announced her line of athleisure dresses, which give the customer the same comfortable feel they have in their daytime Fabletics wear that they can throw on for a night on the town. In line with the brand, the dresses have built in bras and support to make it even easier for the customers to look good.
While originally geared towards women, Fabletics recently branched out into the men’s market with the launch of their line FL2. Fabletics have found a true niche in the active wear market place and are sure to continue to offer more new and exciting products to their loyal fan base.
Don Ressler, the CEO of Fabletics and co-CEO of JustFab Inc, has been making significant strides in growth of his business into a multinational corporation. The company specializes in the making of exercise pants for the youth. Fitness has become an important aspect in the US. More people have become aware of the benefits of staying in shape. As such, youths have flocked shops selling athletic apparel in an attempt to be healthy. Fabletics is a branch of the JustFab portfolio that is co-owned by Adam Goldenberg.
Capitalization of Market Niche
Launched in 2013, Fabletics has been actively involved in the production of athletic wear for the American market. However, present plans are to tap into the European and Asian markets. Ressler’s Fabletics has capitalized on producing high quality apparel at affordable prices. For instance, full outfits are sold at $49.95.This is lower than prices charged by rival competitors. As such, the company has been able to attract and retain a growing number of clients. Furthermore, Ressler has acquired the advertising services of Kate Hudson. Hudson’s background as an avid athlete and style icon has significantly aided in customer attraction.
Trend in Growth of the Brand
Furthermore, this Foodie Stays Fit review notes that Fabletics recently launched a men’s line known as FL2.The line is geared to attract men of various ages interested in exercise. The fabric is developed from latest technology and incorporates comfort and style. Such material ensures men feel and look good while working out. Ressler’s Fabletics has fully embraced technology by basing its sales on an online shopping platform. Ressler also plans to open up stores to reduce delivery time to clients. See: https://en.wikipedia.org/wiki/JustFab
Origin of Fabletics
Don Ressler credits his wife, Ginger, as a major source of inspiration in the business. The two have been passionate athletes since their college days. They wore less athletic apparel back then. A gap in the market was spotted immediately. Furthermore, they were ridiculously expensive on. Hence, the idea to create athletic and cheaper pants was conceived. More importantly, their products are flexible and can be worn on leisure outings. At the beginning, a lot of energy and sweat was spent in attracting new customers.