Athleisure is a term you may have heard on your favorite reality tv show, or elsewhere. Not only is fitness wear all about functionality, it’s now also about comfort and style. Kate Hudson, the face of Fabletics, has not only become a designer for the athleisure line, she’s also a valued business partner. The company chose Hudson for her style and how well she’d mesh with the brand. She’s taken Fabletics to all new heights, going from a small brand to an over 250 million dollar a year company. The brand has also been endorsed by Demi Lovato, who’s turned her pop-princess attitude into fashionable athleisure. With such strong endorsements, it’s easy to see why Fabletics has taken off with such a bang.
Fabletics uses a unique marketing system to make it such a success. Providing a monthly subscription, customers receive a new athleisure piece each month, according to their taste, athletic goals, and lifestyle. Should the customer not want to keep the garment(s), they simply return them for credit towards the next month, a future purchase, or another garment.
Another unique factor is that Fabletics uses a “reverse showroom” technique to market its products. With this method, the customer is able to establish or preview a relationship with the company to see what it has to offer. From there, they can either handle any business they’d like at a retail location or online. Select pieces and bestsellers can be purchased or ordered at the retail store for pickup or delivery.
This method is used to compete with online giants such as Amazon. Since this company controls the majority of the apparel world, it’s necessary to be flexible. Fabletics took it a step further and made their products not only convenient and easy to order, but accessible in a pinch or on the go.
Fabletics not only includes those who are in shape but also other body types as well. Plus sizes, kids, sneakers, and even more dressy wear are available as well. The trend of athleisure is here to stay and has been duplicated by several others. Those who are interested in finding out more about Fabletics should go to https://www.fabletics.com/get-started and find out exactly what’s available based on their own personal taste. From there, you can join the many believers who are getting in shape in fashion with Fabletics.