The latest trend in the fashion industry is to wear fitness clothing that is comfortable and give the body that stylish outline that regular clothes don’t provide. The new term that is in use to describe fitness clothing is “athleisure,” and teenagers, as well as adults, are following this trend like a wildfire. It is probably also because people are more health-conscious these days and wearing athleisure clothing is an integral part of the health and fitness regime that many people follow these days. The brand that is a crowned king in the athleisure niche is Fabletics. It started in the year 2013, but in just a few years, it has transformed entirely to become a mainstream fashion brand that is recognized in most parts of the world.
Fabletics is a subsidiary firm of its parent company Techstyle Fashion Group, which was initially started by Don Ressler and Adam Goldenberg, two of the most renowned serial entrepreneurs in the United States. One of the reasons why Fabletics grew exponentially in the last few years is the integration of the subscription-based marketing model that allowed its customers to become VIP members. The VIP members are provided with the host of benefits and discounts on the products and are also sent three items by mail each month. It is a good deal that no fashion-conscious women would say a no too. One of the co-owners at Fabletics is a renowned actress Kate Hudson, who has also contributed to the fashion quotient of the Fabletics’ products.
Kate Hudson said in an interview that she goes through the sales data of Fabletics every couple of weeks to know which product is selling more and what marketing strategies are getting the results. The integration of Big Data technology has also played a pivotal role in the success of Fabletics, which apart from being an e-commerce brand has even been set up physical stores across the country. Recently, Fabletics also branched out in Australia and England, which has further helped in adding to the membership base of the company. Kate Hudson says that the primary aim of the company’s management is to ensure that the company offers quality products at an affordable price that doesn’t pinch the pocket of the middle-class people. For new customers, it is a unique online shopping experience that Fabletics provides. Experience the personalized shopping experience offered by Fabletics by taking the Lifestyle Quiz at its website.