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.