Fabletics: The Bad Boys Of Fashion

Fabletics is a brand that has broken almost every kind of stereotype when it comes to activewear fashion. The brand is known for breaking norms and trying to make it out there on its terms. Fabletics first started putting out their lines of activewear clothing back in 2013. Since then, the company has grown extensively to become the leading activewear company that it is today. Fabletics was founded by three people, Kate Hudson, Don Ressler and Adam Goldenberg. The trio came together to form their one of a kind activewear brand that would be as different as it could be. Right from the kind of clothing that they put out, to the business strategies that they implement, the brand has always done the unconventional. Being unconventional seems to be the norm for Fabletics as it tries to do that in every facet of the brand.



When Fabletics first came into existence, it wanted to establish itself with an online presence. The brand mainly provides its clothing through its website, which is available for anyone to log onto. When a customer enters the site for the first time, they are asked to do two things. One of the things is to enter their details about the kind of clothes that they like to wear and also the kind of activities that they partake in. The second thing that a customer needs to do once they log onto the site is choosing a membership plan. Being the brilliant company that Fabletics is, they had to find a way to attract more and more customers. The group plan allowed their existing customers to keep coming back for more, more specifically, every month. The customers are always shown clothing options on the site that meet the preferences that they gave earlier. Thereon, customers can choose the kind of clothing that they want to buy, and have it shipped to their location. Customers are free to choose whatever they want, and are also allowed to browse through the previous lines of clothing, provided that they choose something part of the plan. The company tries its best to give its clients one of the widest range of clothing to give them everything that they could ever ask for.



Fabletics has also teamed up with other notable celebrities to come out with their line of clothing. Demi Lovato is one of the stars who released her line of activewear clothing through the brand. The clothing line was based on the new inspirational album that Lovato put out earlier this year, and also features the lyrics of some of her most loved songs from the album.



Fabletics knows that one of the things driving the company is its customers. One customer will always trust another because that is what helps them decide if the product is viable or not. People tend to look at customer reviews to see what others have to say and go on to purchase their clothing accordingly. Fabletics realized this after conducting extensive research on the places to post these reviews, and invested into it so that they could get more customers engaged.

The Surpassing Of Expectations By Fabletics

One of the most thrilling experiences one can get from shopping is if they get something that surpasses their expectations. This could occur with any type of product. Among the products that are known to surpass expectations are clothing, electronics, and sporting goods. This gets people to wonder what it is that influences their expectations. One of the most common factors behind one’s expectations is the price. After all, the common belief is that one gets what he pays for. At the same time, there have been instances where one has paid a lot for items only for it to disappoint. At the same time, there have been times when one has paid a low price for something that is highly valuable.


Fabletics is one of the brands that consistently offer products that cost very little but provide a lot of value for people. One person who has reviewed this brand has said that the item that she has ordered from the company has exceeded her expectations. There are many items that cost a lot more money that fall apart quickly. Therefore, she was pleasantly surprised with what she was given from the company. Of course she was cautious when she ordered from the company for the first time.


One of the best ways to succeed is to continue to surpass expectations. When a company works very hard to come up with something that is going to be catchy for the customers, then they are going to continue to attract customers. This goes beyond providing products. Business owners must also make sure that they are using the best business model possible. It is important for people to make sure that they are paying close attention to the market so that they can look out for changes that can have a huge effect on their company.


One thing that could be said for Fabletics is that they are consistent in surpassing expectations. They make sure that the products that they offer are able to bring forth a lot of enjoyment at a price that is reasonable. They also make sure that they are offering something that customers can take advantage of. Customers need more than products as incentives for continuing to shop at the store. This is one of the reasons that Fabletics takes the time to connect with each member and get to know all about the individual so that they can offer the right products.

Fabletics Is A Rising Star In The World Of Activewear

However, an shift in economics has created and environment where that alone is not enough for a brand to stay competitive. In order to overcome this challenge, younger brands like Kate Hudson’s Fabletics have added things like exclusive design, customer experience and brand recognition to their strategy for offering modern customers a high-value shopping experience.


Fabletics is a brand that was created in 2013 by JustFab Inc. Co-CEOs, Don Ressler and Adam Goldenberg, in association with famed actress Kate Hudson. They offer stylish, high quality gear and activewear at an accessible price point both online and in physical stores across the country. By combining an inspirational message with convenience and attractive membership packages, Fabletics has managed to achieve amazing growth since its creation three years ago.


Today, with an annual growth of 35 per cent, it’s evident that the company’s vision is working to its advantage. In a world where Amazon controls 20% of all e-commerce market, this kind of success is rare for a young brand. Despite the difficult current economic climate, it has managed to grow into a 250 million dollar brand within a very short time frame.

The success of this strategy is made evident through the expansion the company is currently experiencing. One example of said expansion is the fact that this year the brand will be opening more physical stores, adding to the 16 that are already open across the entire country. These new stores will continue to operate within the same vein as the already existent ones, providing a physical location where customers can find the hottest and most demanded items available online.


The secret for this success, according to the General Manager of Fabletics, Gregg Throgmartin, is building a modern and re-imagined version of “high-value brand” from the start. “Our membership model is what allows us to offer personalized service and on-trend fashion at half the price of our competitors,” he said. “It’s just a lot easier to make people happy when you know who they are and what they want.”


In addition to having created a very strong online presence, Fabletics has succeeded in making its physical locations an important part of its overall operation. The result has been a higher level of engagement by the public, accompanied by the type of brand loyalty that generates direct sales.


Fabletics has even managed to turn showrooming into a positive thing by building trustful relationships and getting to know the local public through events and activities. As a result, 30 to 50% of the people that walk into one of the Fabletics stores are already members, with another 25% become members once inside. Both online and physical stores are synchronized in such a way that anything a customer tries in the store goes into their virtual shopping cart as well.