When going to the gym, you can notice that there is a significant chance that a significant percentage of the girls working out in that gym are using fitness clothes from the famous brand “Fabletics.”
If you are in the business, you probably heard of Fabletics, or if you are a woman who likes to work out and use vivid colors when doing so.
However, for most men, this brand is new to them. What is Fabletics? They’ve never heard of it.
The truth is: Fabletics is one of the most successful companies in recent history, pairing the overtime success of brands like Amazon and Uber, but in a different industry. Fabletics is ruling the fitness apparels industry, and they are bound to stay on top of that field for decades to come.
It all started with the wrong marketing strategies of the fitness companies that came before Fabletics. For some reason, most of them focused on providing clothes that had good fabric and that had a good price tag that would prove that their products were of great value to the consumer. That was never the problem.
However, there were designers missing in these companies, especially female designers, to point out how their work-out outfits were missing color and variety.
Because of how the public of Fabletics is entirely the female customer base, they had no problem in investing a big chunk of their resources in variety, variety, variety. Most other brands focused on two or three variations of the same clothing to save on machines and time of production, but they lost their clients to the hundreds-of-different-styles Fabletics, the new king of the fitness clothing market.
Another genius marketing move from the creators and founders of the Fabletics brand is the decision to leave physical stores to the side.
It is important to notice that most Americans prefer to buy from the internet these days, even because of the lower prices and how you can compare different products with more practicality, as well as find exactly what you want from a few clicks away.
Physical stores were a bonus, but not the main focus of Fabletics thought the business developers of the company. The biggest investment of the team would be to make the brand as appealing as possible to the clients who prefer to buy through the internet. On top of that, they also wanted to encourage those who are uneasy to use the internet for shopping to give it a shot. For that, they used the reverse showroom technique, which encourages people to find the best prices for their products online and still guarantee the safety of the official website.
In addition to all of these successful decisions from the team of Fabletics, they also decided to hire the celebrity Kate Hudson, which is also a big nerd when it comes to the fashion world.
With the help of Kate Hudson, the company skyrocketed. Every woman who was used to using bland colors in their clothes for going to the gym decided that Fabletics was a better option because of how it complimented their different personalities.