Fabletics, a comparatively new company is on the rise nowadays with its one a kind marketing tactics and a unique way of attracting customers. Fabletics is an online subscription business providing retail service. It mainly focuses on selling sportswear of women and many different types of accessories. Theses accessories are usually referred to as “athleisure”. What makes this company different from its competitors is that it provides personalized outfits; this means that a member can choose a custom made design or quality according to their unique preferences and adjustability to their lifestyle.
The company which rebranded to Techstyle fashion group recently JustFab owns Fabletics as a subsidiary. They opened their first ever mortal retail stores in malls owned by West Field and General Growth Properties Inc in October 2015. Their openings included in the malls of Kenwood Towne Centre in Cincinnati, Bridgewater Commons in New Jersey, Christiana Mall in Newark, The Village and Topanga Woodlands Hills, and also in the St. Louis Galleria in St. Louis. After this launch in February 2016, they announced that around 70 to 100 Fabletics store are going to open in the next four to five months. Throughout this year, many stores were opened in various locations including North Carolina shopping center, Shopping center in Las Vegas, Creek shopping center in Colorado and the biggest mall of the country The Mall of America.
Fabletics was officially launched on October 1, 2013. It was originally founded by Don Ressler, Adam Goldenberg and also by Kate Hudson, who is also the main marketing face of this company. She is the reason behind most of the company’s success, because of her huge fan following and her amazing advertisements she is indeed a huge contributing factor in achieving new heights of successes. Fabletics also announced its new men’s activewear collection line in June 2015. Kate Hudson’s brother and Actor is the main model used for this launch. Later in March 2016, the company implemented on the decision of increasing its inventory beyond athletic wear by announcing new model dresses and various swimsuits. They want to maintain a further tight grip on the market which is based upon this decision. The company also seems to have a great tendency to run amazing advertising campaigns. They follow good tactics including targeting different competitors such as Lululemon by using cell phone footage shot by Hudson.
The company offers subscription services to its customers and its membership service costs $49.95 a month. Fabletics although do provide the option of skipping a month altogether by allowing their customers to not pay for the month if they want to(only if they have no intention of buying that month.) And pay the next month to enjoy the services of Fabletics again.
Members are required to complete a survey during registration in which they have to fill and mention their unique lifestyle and workout preferences. This option is very useful for customers who want the best outfit selected for them by professionals at the start of each month. So the company provides personalized outfits for their customers according to the mentions in the survey.
Follow Fabletics On: en.wikipedia.org/wiki/Fabletics