Fabletics Comes to More Physical Stores

Fabletics is definitely growing in an amazing way when it comes to the way that people look at eCommerce. This company is elevating because Kate Hudson has put the time in and made sure that she created a brand that would last. She is the superstar celebrity mogul that also has a knack for selling retail clothing.


This should not come as a surprise for anyone that has actually seen the commercials of Kate Hudson in workout mode. Nothing seems forced when it comes to this brand. Kate generally appears to be someone that is interested in a workout regiment, and she wants people to check out the brand that she is promoting.


Fabletics is a strong brand of athletic clothing, and it really speaks to all of those consumers that have become interested in building a connection with a brand that stands out from the competition.


There are so many people that are interested in what is happening with Fabletics, and it appears that this brand is evolving even more as Kate Hudson takes her knack for selling clothes to a brick-and-mortar environment. It is true that there are already several of these brick-and-mortar stores in place already, but Kate Hudson has a strong desire to bring even more to those consumers that she cannot reach with an online e-commerce strategy.


For some people it may seem somewhat odd to even think that anyone would be looking at any possibilities for physical stores when they have access to so many possibilities with eCommerce. The cost of operating a business online is always going to be lower than the cost of hiring employees to work in a physical store that will cost money to heat and cool and light throughout the year. Kate Hudson realize all this, but she also realizes that the stores that are in existence right now for Fabletics are doing well. These stores are doing well enough to make Kate Hudson and her team really consider the possibilities that come with opening more of these physical stores.


What Kate may realize ultimately is that there are a ton of possibilities for physical stores that she may not have been able to access with an online crowd.


One of the things that people will notice when they look to Fabletics is that there is a strong demand for athleisure wear. This is something that many millennial consumers know about, but there are many aging consumers that may still be unfamiliar with this concept. This is where physical stores are great for Fabletics. There are sale consultants inside the stores that are able to tell more people about all that is happening when it comes to this athleisurewear craze.


There definitely is a growing demand for this type of clothing, and Kate Hudson believes that it will be much easier for consumers to learn about this when they have access to all the things that are available through the Fabletics website. Kate believes that consumers should have options.

Fabletics: How to Create a Fashion Brand in the 21st Century

When Kate Hudson and the founders of TechStyle Fashion Group (Don Ressler and Adam Goldenberg) established Fabletics in 2013, it is hard to fathom how the company would survive the competitive e-commerce industry. However, the activewear company is successfully weathering the storm. In fact, so far, it can be said that the company is successful or it is moving towards success.

Although many factors have contributed to keeping Fabletics afloat, ‘’reverse showrooming’’ is the leading factor. Fabletics has over 16 physical stores spread across America. For many years, big brands have complained about how customers frequent their stores only to browse through trendy items and leave for stores that offer the same items at a relatively lower cost. Bearing in mind the negatives of physical stores, Fabletics decided to implement the use of physical stores but in a creative way. Since Fabletics is a membership-based company, over 50% of people that visit their stores are already customers while over 25% of non-members are willing to be enrolled as members. The physical stores are seamlessly linked to Fabletics’ online store, and when a customer tries any athleisure clothing, that clothing automatically appears in their online cart.

Fabletics has developed an ingenious use of online data. The company uses local online data to stock its physical stores; this ensures that regional stores are only stocked with items required by local buyers. Fabletics is aware of changing tastes and preferences, and it is always evolving items in their physical stores according to the latest trends. Apart from local online data, Fabletics stocks its physical stores based on the preferences of local members, social media view, store heat-mapping data, and actual sales statistics. Gregg Throgmartin, Fabletics’ General Manager, explains that although the company also relies on serendipity in sales, their stores are stocked based on the earlier mentioned factors.

Throgmartin is of the view that the membership model used by Fabletics is crucial in serving the “modern consumer.” He asserts that through the company’s membership model, customers can get customized services and on-trend fashion athleisure clothing at a relatively cheaper cost. Moving forward, the company remains in a good position to make its members happy not only because the company knows who they are but also what they want.

Anybody can become a Fabletics’ member. The company’s website, Fabletics.com, allows new members to sign up on top of retailing stylish, high quality and affordable products.