For the past four years, Fabletics has become the most popular activewear brand. Despite launching into a market already dominated by brands like Under Armour and Lululemon, Fabletics brought something different. Those brands, while famous, are expensive; Fabletics is affordable. That sets it apart from all others.
The activewear movement is nothing new, but it’s only recently become worldwide. Millennials love activewear more than any other fashion category. Fabletics has two things that all millennials are drawn to: activewear and celebrity fame. Co-founded by Kate Hudson, Fabletics is succeeding thanks to the love of young people and its 1.2 million monthly members.
On top of that, Kate Hudson isn’t just there to be pretty and famous. She’s a powerhouse of a leader and controls Fabletics with her grace. She’s actually involved with the daily operation of her company. She works with every department and keeps things up to her high standards.
She’s also the gentle soul that members feel from the brand. Fabletics isn’t just selling fitness wear to people who are already in good shape. It’s also about inspiring women to get out and embrace an active, healthy lifestyle. Recently, Fabletics launched its first plus-size lines, allowing all women to get inspired.
Before Fabletics included plus-size women, there wasn’t any affordable plus-size activewear. Kate, herself, only found one pair of yoga pants and it cost $250. Fabletics creates lines in sizes from XXS to 3X. It takes longer to make all women equal, but it’s worth it in the end.
That’s the kind of detail to attention that members love; that and the discount prices for on-trend fashion. Seriously, Fabletics has one of the largest selections of styles in the industry. It actually surprises a lot of their members to see just how many different looks Fabletics has.
There’s a lot of mention of Fabletics online. A lot of people like to point out the negative comments, but Fabletics’ members know the truth. Fabletics has a very positive online reputation according to reviewers. One of the reasons Fabletics is so beloved online is because they use a review-centric marketing strategy.
A lot of people use online reviews to determine final purchases. Companies that don’t embrace online reviewing don’t last long. People trust online reviews more than traditional advertising and marketing. In a way, crowdsourcing is a blessing to companies and customers.