I’m sure you’ve seen commercials for Fabletics on television or social media. They feature actress and fitness enthusiast Kate Hudson and gal pals working out or doing yoga in absolutely adorable athletic wear that truly makes a fashion statement. Her company, Fabletics, has seen a meteoric rise, garnering $250 million in the three short years since its rollout onto the athletic wear market. While many other companies were charging extremely high prices for fitness wear that basically all looked the same and offered few options to match personal style – Fabletics approached the market in a totally different capacity.
Fabletics uses a reverse showroom model, and that term means exactly what it sounds like. Instead of asking potential buyers to come to the showroom, they bring the showroom right to you, all in a fun and exciting digital space. Many brands lose money due to the consumer trend of “check it out in the store, then buy it on line,” one big box chain of electronics specifically comes to mind. However, Fabletics built just a few key stores and offers the entire shopping experience online so that customers can engage with the brand and know they are getting the best possible price. This has created a vastly loyal customer base that has propelled Fabletics to the top of the athletic wear market and even allowed them to take on mega online wholesale retailer Amazon, who currently owns about 20% of the market share for fitness wear online.
Fabletics also changed up the online shopping game by moving to the membership model, meaning that customers commit to a monthly price and receive their items each month with free returns. This method creates ease in a hectic world where people often don’t have time to shop for themselves in the physical space, so turn to online.
So, while the brand is shaking up HOW people buy athletic wear, they are also changing how people feel about the workout gear they buy. Fabletics offers extremely high quality designer leggings, a variety of trendy tops and tanks, sports bras, shorts and really anything else you could need in fun and fresh styles with bright colors that fit any style. This stems from the brand’s online Lifestyle Quiz. This quiz asks you just a few simple questions such as, what type of exercise you like to do, what outfit fits your personal style, etc. and then ensures that your selections are tailored to exactly what fits your workout “look.” If you haven’t had a chance, check out the Lifestyle Quiz and see what type of gear Fabletics has for you.