Fabletics, a subsidiary brand of TechStyle Fashion Group, is a company that is co-owned by Don Ressler, Adam Goldenberg, and Kate Hudson. Fabletics was launched with the idea of making waves in the fitness clothing market, and it did so with tremendous success. The popularity of the brand can also be attributed to the famous Hollywood actress, Kate Hudson, who is one of the co-owners of Fabletics.
She is the one who has actively participated in the marketing of the brand and taking it to such great heights of success in a very short period. As of now, the company is doing an annual business of over $300 million, and the figure keeps rising every quarter. It is because Fabletics is an aspirational brand that offers low priced athleisure products, the quality of which is on par with any of the other athleisure brands in the market, or better.
Kate Hudson says that the company uses data extensively in making crucial business and management decisions. Even though Fabletics is essential a fashion retail brand that sells Athleisure and fitness clothing items, the company uses technology in all the business and marketing aspects. The technology is used to gather data that is then used to understand what the audience wants, which helps the company to provide customers with exactly what they are looking for. Kate Hudson is a fitness diva as well and an inspiration to millions of women across the country. It is for this reason; Fabletics is growing annually at a staggering pace of over 30 percent every year.
One of the reasons for Fabletics continued success is because, in the last couple of years, Fabletics followed the reverse showroom technique, earlier implemented by Warby Parker and Apple. The company followed the policy of first making a mark in the online retail business, and once it started getting substantial business, it moved its focus to open physical stores across the country. Fabletics has 18 stores in the country today, and the company’s CEO Don Ressler announced that much more would be opened soon in the years to come.
In this technique, the brand is more interested in reaching out to the potential customers and creates brand awareness, rather than getting sales. Fabletics is also known for offering highly personalized shopping experience, and women looking to experience it firsthand should take the lifestyle quiz at the company’s official website. It would help women understand the main reason behind company’s popularity.