How Fabletics Rose to the Top of the “Athleisure” Wear Market

One of the most noticeable trends in 2016 was the growing increase in stylish “athleisure” wear. This gear has been spotted among top celebrities as they grab coffee, shop and go about their daily lives. “Athleisure” wear is designed to transition from gym to brunch, meaning it is functional in the gym, or wherever you work out, and it is also highly trendy outside of a place meant for fitness.

 

What many people don’t know is that this growing trend is extremely lucrative. In fact, U.S. consumers spent $44 billion on active wear in 2016 and that number is only continuing to spike in the first quarter of 2017.

 

One of the brands that has positioned itself at the top if its field is Fabletics. If you haven’t yet been introduced to Fabletics, it was founded by actress and fitness guru Kate Hudson. In the past three years it has generated over $250 million in revenue and has drawn a group of devoted brand advocates that not only continually buy from the brand, but that are its biggest promoters on their own social media and blogs.

 

One of the reasons for the brand’s success is its use of the reverse showroom technique. While many companies are facing extremely high overhead in their traditional storefronts, and offer customers a one-size-fits-all experience, Fabletics reverse showroom technique has drawn buyers by the millions. Instead of a traditional storefront, Fabletics has gone digital first. Website visitors are treated to an online showroom and athletic wear tailored to their personal preferences.

 

When a user first visits Fabletics, they are invited to take a fun and simple Lifestyle Quiz. This quiz asks questions about their personal style, the type of exercise they like to do and in what environment they work out. From there, Fabletics generates a personal style profile that determines what pieces users receive each month.

 

This unique and high-energy style comes directly from founder Kate Hudson, who ensures she is consistently innovating and hands on with her brand. In a recent CNBC article, she shared tips to help other brands achieve the landmark success she has seen. She recommended focusing on finding marketing opportunities, staying hands on, relying on big data, staying inspired and, of course, to always believe in yourself and not being afraid to take risks.

 

As Fabletics continues to see a mass amount of success, Hudson stays involved consistently with nearly every major decision in her brand.