Fabletics is an activewear brand that is a part of the fashion juggernaut TechStyle Fashion Group. Under the juggernaut’s umbrella, Fabletics is one of the most successful. These days, every popular brand starts out as an e-commerce business, which is not an easy market to find success.
Fabletics does have one clear advantage over other brands. It was co-founded by award-winning actress Kate Hudson. When Hudson joined the team, she immediately had a plan for the company. She wanted to create a brand that sold afforded on-trend activewear. At the time, Fabletics was the only affordable activewear brand.
These days, Fabletics is by no means the only discount retailer selling activewear. Wal-Mart and Target have their own activewear lines, but the fashion isn’t as on-trend as Fabletics’ lines. Activewear is still a growing trend, despite being a $40 billion industry already. By 2020, many experts predict that the market will have double in demand and supply.
Getting in on this growing trend before the explosion was just luck. What wasn’t luck was Fabletics’ strategy for luring new customers to their site. Activewear is most popular amongst millennials, who also love social media. This is where the brilliance of Fabletics’ marketing comes into play.
Marketing strategies aren’t the easiest to understand, but the concepts are easy to understand. Fabletics wanted to have a bright online presence so that new customers could find their business. These days, attracting new customers isn’t as easy as it used to be.
Back in the day, companies just needed to tell people about their products and sell them at fair prices. Now, customers expect a lot more from their favorite brands. Fabletics was founded on a premise that revolved around selling affordable products that customers would actually like and want to buy.
Fortunately, in such a digital world, most of the hard work is done by their members. People love looking up online reviews and learning about businesses before buying anything from them. Fabletics has a brilliant online presence supported by numerous non-sponsored online sources that honestly reviewed their products and found the brand to be worth the money spent.
Of course, some people don’t like Fabletics but that doesn’t stop the 1.2 million monthly members from enjoying all of Fabletics’ discounts. Non-members can even take a lifestyle quiz and see what products they might like.