The world of fashion continues to develop and evolve with time. Many fashion trends come and go, but one of the recent trends that are here to stay is that of athleisure apparel. Both men and women today have shifted their focus to comfortable and active fitness clothing garments. It is not necessary that one needs to go to the gym regularly to wear athleisure clothing as it naturally evokes the feeling of comfort and being active, and it is what has inspired and encourage many men and women to include athleisure products in their wardrobe.
While the online fashion retail market continues to be dominated by Amazon, which holds over 20 percent market share, one brand that has dropped jaws of even Amazon is Fabletics. Fabletics was launched by the leading fashion company JustFab, which was later renamed as Techstyle Fashion Group, in the year 2012. In the short span of just close to five years, Fabletics has managed to push its annual turnover to close to $300 million. With the annual growth rate of nearly 35 to 40 percent, the turnover is expected to rise exponentially in the years to come.
The fact that Kate Hudson, one of the leading names in the Hollywood and a famous actress, is one of the co-owners of Fabletics has played a huge role in the company’s success. She is not only the co-owner but also the brand ambassador of Fabletics. Kate says the original vision of Fabletics is to encourage healthy and fitness-oriented lifestyle and provide masses with the opportunity to buy quality fitness clothing without having to spend a fortune. She noticed that many of the other leading brands were selling yoga pants and other athleisure products for hundreds of dollars, and saw an opportunity here. It is how the Fabletics came into being, with the aim to fill in the void and give customers a brand that can trust for quality as well as price.
It has a subscription business model, where the customers can sign up for VIP membership and get a host of facilities, perks and discounts over regular customers for a nominal monthly fee. Moreover, the company’s success can be attributed to the fact that it put into effect the reverse showroom technique with high precision. The company first made it a point to gain considerably sized customer base online and create a positive brand identity and awareness before opening stores. Once the company achieved its primary target and established itself as a business, it went on to open stores at various key locations around the country. If you want to join Fabletics too, make sure to check out the Lifestyle Quiz offered at its website.