Many shoppers buy in the new “athlesiure” trend, a clothing style that allows for comfort and easy mobility. While shoppers are looking for a trustworthy brand, they don’t always want to pay high prices. Fabletics is a brand appropriate for the budget shopper.
Actress Kate Hudson co-founded Fabletics stores to share her passion for healthy lifestyles. The brand is also known as the “Kate Hudson brand”, as she is also the company’s spokesperson. The Fabletics store sells athletic wear for women, encouraging active lives. The company is beginning to expand its brand to men as well.
Kate Hudson shares her favorite outfits on the Fabletics website every month. Kate Hudson and co-CEOs Don Ressler and Adam Goldenberg created Fabletics after they saw that there were few low-priced athletic gear options for women. The brand launched in 2013.
Fabletics mission in part states that it is to, “create clothing that inspires you to stay active our on-trend designs are high in quality at prices you’ll feel good about.” The mission also states that they have a community of people who embrace their mantra to “Live Your Passion”. The brand has appeared in magazines such as InStyle and People. Women can buy outfits for yoga, workouts, or just running around on errands.
An article on racked.com entitled “Fabletics Plans to Open 100 Stores in the Next Few Years” discusses plans to open 75 to 100 stores in the next 3 to 5 years. At the time of the article’s writing, February 2016, the seventh store was in plans to open. Today, only a few months later, there are 10 locations.
In the stores, customers can feel and try on clothes as well as join the online subscription service. Subscribers pay a fee to receive discounted outfits monthly. The program is popular on Twitter.com, with around half purchases made by subscribers, with 25 percent new members joining in stores.
In addition to the online store, Fabletics has several physical locations across the country in places such as Charlotte, Las Vegas, St. Louis, and Bloomington, MN in the Mall of America. The brand plans to expand to swimwear and dresses in the near future. Last year, men’s clothing and accessories were added to the selection.
Gregg Throgmartin, the president of Fabletics, states the customers like the flexibility of shopping on and offline. Having physical store locations allows for customers to explore the clothing hands-on. He says, “They’re not just shopping in one channel. They may want to go in the store, try it on, feel the fabric and then buy online that night.”
Throgmartin didn’t give details on locations of future stores, but stated that they use data received from online and the physical locations. A location like Mall of America receives over 40 million shoppers a year. Comparing numbers of online visitors and locations that attract shoppers help determine future locations.
With the popularity of the brand and planned expansions in products, new stores will continue to profit in years to come. The stylish, new “athleisure” brand will take part in encouraging men and women have more active lifestyles. Source: http://www.fabletics.ca/kates-picks.htm