Every new year brings new fashion trends. Those fashion trends tend to reflect modern society’s focus. When people are all about partying, the fashion reflects fun and uninhibited exuberance. Today, people are health-conscious and focused on fitness. That means every fashion brand is trying to create fashionable fitness wear.
While there are some companies making fashionable fitness wear, most of them are expensive. Those who aren’t expensive don’t have fashionable styles. That’s why Kate Hudson, actress and fashion icon, created Fabletics. Fabletic’s premise is delivering fitness wear that’s both stylish and affordable.
Very quickly, Fabletics became popular amongst millennials. Millennials are more health conscious than their parents, but also have a more relaxed approached to casual wear. Activewear combines both those aspects into one outfit that can be worn at the gym and walking around town. In particular, leggings have become an international trend.
It really isn’t surprising that Kate Hudson created one of the most popular fashion brands in the world. She’s always been recognized for her stylish fashion, and she’s becoming more famous for her health-focused efforts toward getting everyone to a healthy place. That’s part of the reason she wanted her brand to sell affordable items.
Within the first three years, Fabletics had grown into a $250 million company. After surpassing such a milestone, the brand felt it was ready to explore physical stores. Not every company can successfully transition from e-commerce to physical stores. To pull it off, Fabletics needed to approach retail in a new way.
Its solution was relying more on local members and the local markets. Because of how Fabletics started out, making each member feel like the center of attention would be the company’s saving grace. As a result, 25 percent of visitors end up becoming members after one visit.
The biggest impact Fabletics made on the public was actually being a good deal. Usually, with products in those price ranges, the quality of the materials used isn’t good. Fabletics has strong, thick materials. The quality actually surprises most new members.
The quality combined with the volume of styles available makes Fabletics the top activewear brand. Members get personalized outfit suggestions. For those who aren’t members, there’s a lifestyle quiz available to see what products Fabletics has for them.