Fabletics and Its Marketing Strategies

Fabletics is a sportswear line that focuses on women. It was launched by Kate Hudson, Don Ressler, and Adam Goldenberg in 2013. The enterprise has seen a huge success since it was founded. More women are embracing it. Fabletics currently offer swimsuits and dresses to their customers alongside sportswear and accessories. Fabletics has managed to acquire a lot of exposure because of the advertising tactics that it uses. Fabletics has improved revenue by 35 percent according to an article posted by Forbes. Fabletics uses pop-up stores in a way to increase the company’s membership base.

 

Fabletics uses many advertising methods including the use of footage shot by Kate Hudson with the help of her phone and focusing on Lululemon who are their competitors. The main aim of Fabletics is to provide their customers with high-quality sportswear and trendy outfits. They also aim to help their clients in looking stylish as they work out. There is an option to become a permanent member of Fabletics whereby customers can sign up through the company’s website. Customers fill a short survey about their preferences of fashion, lifestyle, and working out. A Fabletic’s stylist selects outfits for each member at the start of every month based on their individual preferences.

 

An article published by Forbes confirms that Fabletics is now giving Amazon a run for their money when it comes to e-commerce fashion market. Amazon currently controls 20% of the online fashion market. This may change in future according to Forbes. Fabletics has managed to grow its revenue to approximately $250 million in a span of 3 years. It hopes to double this figure in future. Part of the success of Fabletics can be attributed to the subscription mechanism that the company uses. Customers regularly go for aspirational brands. Fabletics has considered this fact and has managed to win over their clients.

 

The reverse showrooming is another marketing strategy that Fabletics has been able to use. Customers tend to look for products online and purchase them online. Fabletics has reversed this trend and is currently succeeding in it. High-value brands were traditionally defined by the product’s price and value. High-value brands are currently defined by factors such as brand recognition, last-mile service, gamification elements, and customer experience. Fabletics has physical stores located in Hawaii, California, Florida, and Illinois. Fabletic’s secret to winning customers is understanding them, their taste and preferences, and delivering on that.