As the athleisure trend continues to rise in popularity, Kate Hudson’s athletic apparel brand Fabletics reigns supreme among the world of workout fashion. The famous actress has demonstrated a remarkable understanding of the needs of the modern fashion customer and has taken bold risks in order to rise to the top.
The brand, which is less than five years old, is known for selling high-quality athletic apparel that has a cute and fashionable edge. On the company’s website, customers can sift through endless leggings, sports bras and gym bags that vary tremendously in style and color.
What makes Fabletics stand out from all of the other athletic apparel companies is its subscription service model. Customers can shop on the Fabletics website or sign up to become VIP members. Upon signing up to the VIP membership program, customers must fill out a lifestyle quiz. This quiz is full of questions that relate to the customer’s favorite types of workouts as well as their preferred fashion styles. This quiz allows Fabletics to select an outfit for the customer based on their unique tastes. Then, each month, the customer receives a complete workout outfit in the mail for a monthly fee of $49.95.
Customers who join the VIP membership program love the convenience of letting Fabletics pick out the outfit. They also love the value. Women who spend a good deal of money each year on workout gear love that they can receive a complete outfit for such a fair price each month.
Teri Hutcheon, the blogger behind afoodiestaysfit.com, signed up to join the VIP membership program for the convenience. When her first Fabletics outfit arrived, she noticed the high quality of materials used to make each piece. Even after having washed each item several times, she noticed that the colors don’t run and the patterns don’t fade.
Like Teri, Fabletics VIP members enjoy the fact that they can receive high-quality and extremely fashionable athletic gear for such an affordable price. By becoming VIP members, they pay less per item.
Over the last couple of years, Kate Hudson has been opening up brick-and-mortar Fabletics outlets in various regions throughout the country. These stores act as reverse showrooms, promoting the brand’s website and its online VIP membership program. For customers who need to see the clothes up close in person before signing up, they can do so while being educated about the program from Fabletics store employees.
Fabletics also uses online data to stock each store. If certain items are more popular in one region of the country, the Fabletics store in that region will feature those items. If a particular item is trending on social media, it will be placed in a prominent section of the stores.
This unique strategy has been highly successful. About 25 percent of shoppers who walk into a Fabletics store leave as VIP members. The brand is launching more stores around the world over the next five years. Fabletics is now valued at over $150 million and earns more each year than Amazon’s workout apparel department.
If you’re ready to start receiving fashionable workout gear each month, visit the Fabletics website and take the lifestyle quiz today.