FABULOUS IN FABLETICS
Since its beginning in 2013, Fabletics has changed the landscape in gyms throughout the country. Grey and black are no longer the only choice for women purchasing athleisure. Fabletics now provides a wide selection of comfortable, affordable, breathable athletic apparel in fun, trendy patterns.
Fabletics has 22 stores where women’s sports wear and accessories are sold. However, it is primarily an American based online retailer. The company encourages women to look sexy, cute or sophisticated while exercising or running errands around town. The featured designs appeal to women of all ages and sizes, inspiring and motivating them to be stronger and feel more attractive. In three short years, the company has successfully designed, produced and marketed a unique brand of stylish workout gear that women look forward to wearing.
Kate Hudson, co-founder of Fabletics, has been involved in all aspects of the company from the beginning. Her enthusiasm, active lifestyle and commitment to quality and customer satisfaction have rapidly moved the company forward. Eighteen months after the launching of Fabletics, they received top ratings from the Better Business Bureau. Kate and her team create new styles each month so customers can choose from a selection of fresh outfits. Online membership subscriptions have reached 1.2 million and continue to grow.
Working with the team on the design process is a priority for Kate but she is also deeply involved in many other aspects of Fabletics including budgeting, communication, quality of the clothing and customer service. She continues to inspire loyalty and constancy both personally and in the membership’s appreciation of the company’s athletic products.
Fabletics encourages each new member to complete a short Lifestyle Quiz. Taking this quiz enables the company to handpick new outfits each month based on the style and workout preferences of the member. The data collected through the quiz and customer responses on social media allows Fabletics to produce the perfect outfit. It also helps streamline the production schedule so they can go from design to finished product in only eight weeks.
It is no surprise that Fabletics contributes much of their success to crowd-sourced reviews. As they look at consumer behavior and buying patterns,they are able to set their marketing strategy and production goals. Like many savvy companies Fabletics is capitalizing on social media and the leverage and power of the crowd to help them continue to successfully grow in sales, membership appreciation and customer retention.
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