The switch to shopping online has been steadily increasing for a while now. But lately companies are making it even easier to buy clothing without leaving home, if that’s even possible. And it is. Kate Hudson’s company, Fabletics, was one of the first to offer this service.
It’s an interesting concept. You go on the Fabletics website, click on “get started” to take the Lifestyle Quiz and they’ll get a pretty good idea of what to send you. Fabletics will then ship you an outfit each month. You can either choose to buy it or send it back. So, you don’t have to buy all of the monthly shipments.
In a non-sponsored review on her blog “A Foodie Stays Fit,” Teri Hutcheon recommends getting fitness apparel this way. Teri says the quality is good, especially the leggings. She says that it surprised her too because of the price. Other company’s leggings aren’t as thick and don’t offer the compression to the body that Fabletics leggings have. And the other company’s leggings cost more. She was also “very impressed” with the styles offered. The ones Kate Hudson designs for Fabletics have a lot of special details like well-placed cutouts. And again, the value is top notch since VIP members can get a 2-3 piece outfit for $49-$59. Being a VIP member doesn’t mean you have to buy each month’s shipment either. You can also shop a la carte. The pictures and descriptions on the site are great too.
It normally takes a company several years to start seeing much of a profit. But according to an article on Forbes from November of 2016, Fabletics grew their company to $250 million in just three years. And currently Amazon controls 20% of the e-commerce fashion market but Fabletics is “taking them on.”
Fabletics have been putting brick and mortar stores out there all along. At the time of the Forbes article there were stores in California, Florida, Illinois and Hawaii, sixteen altogether. They will be opening more too. Traditionally consumers will visit an actual store, get an idea of what they want and then shop online. Very often people will find the items they are interested in on another site, usually for less money. Obviously this fails to create success for that store. But this new way of using “reverse showrooming,” visiting the store after you shop on the comapany’s site, is a no-brainer for garnering customer relationships.
Fabletics was launched in 2013 after CEOs of JustFab Inc., Don Ressler and Adam Goldenberg, noticed that activewear lines weren’t offering apparel for women looking for affordability and quality. The beautiful and talented Kate Hudson came on board and added her style, trendsetting ability and passion. As stated in the Fabletics mission statement, “…we create clothing that inspires you to stay active, whether that means competing in an iron(wo)man competition, sweating in the studio, or chasing after your kids.” Hudson stays fit and stylish and approves every design.