Deciding what to wear for your workout sessions has just become a lot easier for both men and women. A new company named Fabletics has been gaining widespread attention with their unique outlook on the retail industry and fashion marketing. The company is giving their competitors a real run for their money.
Fabletics is a type of subscription based online retailer that makes all of their money in sportswear for women as well as selling accessories for women. Some people have been known to refer to these types of things as “athleisure”. Fabletics provides its members with customized outfits that are chosen depending on their ever-changing lifestyle as well as the types of clothing and style that are best suited to them. Fabletics is just one part of the company JustFab.
Adam Goldenberg, Kate Hudson and Don Ressler founded Fabletics in 2013, and launched the site in the beginning of October, 2013. In 2015, the company created FL2. FL2 focuses on activewear for men. Kate Hudson and her brother, another actor named Oliver Hudson, handle FL2. The company had expanded its growing stock of inventory in 2016 with the addition of dresses as well as swimwear. They continuously garner the attention of the press due to their marketing methods, which have targeted their competitor Luluemon and make heavy use of video filmed on Kate Hudson’s cell phone.
Between September and October of 2015, the company opened their debut physical stores. Malls owned by Westfield and General Growth Properties Inc. have provided the company a brick and mortar location in many areas on Facebook. These areas are The Mall in Columbia, Kenwood Towne Centre in Cincinnati, Ohio as well as St. Louis Galleria in St. Louis. The Village at Topanga, located in Woodland Hills also houses their brick and mortar stores. These are just a few of their growing locations. According to Forbes Magazine, anywhere between 75 and 100 new Fabletics locations are expected to open during the coming three to five years, making them way bigger and better.
While membership in Fabletics generally costs $49.95 every month, members have the option to skip a month without being charged for it. After registration, each member must fill out a survey with questions about their workout regimens and lifestyle choices. In the beginning of every month Fabletics sends their members outfits personally catered to them based on the answers they provide in their survey.