Fashion is a reflection of the times. Today, more people focus on health and fitness than ever before. As each generation discovers its own path to happy, fashion reflects their passions. Millennials love health and fitness as much as they love relaxing and being comfortable. Activewear, or athleisure wear, allows people to go straight from the gym to relaxation.
The fashion industry is a place where everyone feels they can express and share their creative designs. While fashion is very expressive, succeeding as a business in fashion is far more difficult. The only brands that really experience success are big-name brands.
Currently, Amazon controls 20 percent of the fashion e-commerce market. Despite Amazon’s control, one company is dominating the industry. Kate Hudson grew a $250 million business in less than five years. Her brand, Fabletics, is the leading activewear brand.
As a high-value brand, Fabletics is dedicated to its customers. It’s actually surprising that a subscription-based brand is so successful in today’s economy. But considering what consumers use to determine what makes a high-value brand, maybe it’s not all that surprising. Fabletics has always gone beyond just having good prices and high-quality items.
Historically, high-value brands just needed good prices and quality goods or services. These days, high-value brands need more features if they want to compete in today’s economy; especially with online shopping as popular as it is. The modern consumer wants better customer experience, last-mile service, and exclusive designs.
Part of Fabletic’s huge success was the creation of “reverse showrooming”. These days, people love shopping online for things that are more expensive offline. That usually kills a retail store, but Fabletic’s physical stores are unharmed by that trend. They welcome people into their stores by hosting events and other activities. This means the majority of visitors are already members.
Fabletics works by selecting outfits for every member. One member gave her opinion on some Fabletics products. She was very impressed with the pair of leggings she bought. And she loved the all the tops she got from Fabletics. Fabletics has anything anyone could ever want.
If anyone is interested in seeing what outfits Fabletics would recommend to them, they can take one of the lifestyle quizzes that Fabletics offers. If they can’t find anything they like, it’s because they’re not looking hard enough.