Fabletics Athleisure Takes E-Commerce By Storm

Kate Hudson is one of the founders of Fabletics. Fabletics has been dubbed one of the leading athleisure style clothing brands on the market for women. Kate understood the need for a stylish and comfortable clothing line that would get busy women through the day. Whether a woman is running errands with children all day long, working around the house or going to the gym, a comfortable and price effective wardrobe is a necessity. Many stay at home mom’s desire comfortable athletic wear that is also versatile but there was a definite gap in the market. In 2013 Kate along with two other co-founders launched the Fabletics line.


Fabletics was introduced to the market place with a strong e-commerce centered business strategy. Most busy women do not always have the time to go to stores and shop. Being able to purchase high quality athletic wear online was the original main marketing strategy for Fabletics. Shoppers are encouraged to take the Lifestyle Quiz when shopping for Fabletics. This helps to tailor the shopping experience to their personal needs. Consumers can either buy pieces one by one as they wish or they can sign up to have a monthly shipment sent to their home that will be comprised of a complete outfit.


Some e-commerce centered businesses do not embrace the comments and opinions of their customers but Fabletics has a different view point. Allowing customers to openly display their shopping and customer service experience helps their staff to strive for excellence. Many online shoppers read product reviews prior to purchase. Reading positive reviews will often times help sway the online purchase decision. Just as a shopper may ask a close friend or relative for an opinion on a product, online shoppers seem to highly value the opinions of others when they are making purchasing decisions. Fabletics embraces this and welcomes comments from shoppers. Providing quality products as affordable prices is what has driven the popularity of fabletics since its launch in 2013.


Over the past five years Fabletics has seen exponential growth. Fabletics has expanded their product line and include pants, leggings, tank tops, long sleeved and short sleeved tops, sports bras, socks, shoes, accessories and even swim wear and dresses. With such a diverse product line Fabletics is becoming a one stop shop for busy women. In addition to the e-store, Fabletics has expanded to shopping malls all across the United States. Many customers who shop in Fabletics stores have already shopped online for the brand. Shoppers who are new to the brand often leave the Fabletics store as a new VIP member. VIP members will receive monthly outfit boxes for $49 each month. This complete outfit gets billed and shipped monthly. Most outfits would retail at roughly $100 per outfit if bought outside of the VIP membership. Memberships are not mandatory and can be cancelled at any time. With so many ways to shop there is no wonder why Fabletics has become an industry leader in athleisure wear for women.

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