How Fabletics is Shaking Up the Shopping Model

As a yoga instructor, it’s difficult to remember that this time three years ago the traditional garb was a loose fitting t-shirt or simple top, paired with black or muted leggings. One of the most exciting fashion trends (for me anyway) didn’t necessarily come from a runway. The latest trend of exciting, fun and stylish activewear has made my daily routine much more trendy.

 

One of my favorite companies to buy active wear from, both for yoga and for other activities I enjoy such as running or even just taking my pup on his nightly walks, has been Fabletics. The brand is a brainchild of Kate Hudson and her famous bright energy and spirit feel infused into every fiber of this company. Fabletics is a membership-style digital provider of amazing workout gear (the company also has a few key retail outlets). Although it is just about three years old, it has sold over $250 million in product and continues to grow its offerings and membership base daily.

 

One of the things I noticed the company has been touted for is its use of a reverse showroom. Fabletics members are incredibly loyal and love to showcase their new pieces on social media and blogs. My belief is that this reverse showroom model makes each package feel like a “surprise” for members, rather than people making that shopping trip because they “need” new active wear. The company’s focus on digital marketing makes members feel like a real community, rather than strangers who just happen to shop at the same store. This could be why Fabletics is skyrocketing in a market that is already saturated many well-known, high-end active wear lines in a time when many store-based companies are seeing losses or very tight growth margins.

 

 

There are always barriers to joining a new membership club. However, what got me hooked on Fabletics was the detailed Lifestyle Quiz available at no cost on the website. The Lifestyle Quiz builds out your specific active wear “personality” based on questions about your personal style, what type of activities you participate in, where you participate, etc. Mine was absolutely spot on and after about 6 months of membership I’ve only had to send back one piece, and that was simply because, as an instructor, I had already had so many of the style of yoga pants I wanted to sample more of the really fun pieces that Fabletics is known for. Happy styling and exercising!

Leave a Reply

Your email address will not be published. Required fields are marked *