Since its inception, Fabletics has emerged to be one of the biggest players in the fashion industry. With their glamourous activewear put together by celebrities like Kate Hudson, the brand has soon become on of the most sought after active and leisure wear brands on the market today. Using ingenious marketing techniques and by understanding their audience perfectly, Fabletics has proved that it can take on competitors who have been in the business for ages. When Kate Hudson came up with the idea for Fabletics, she wanted to offer women all over America some of the latest designs in active and leisure wear, while giving them something that feels extremely comfortable.


When the question of how to sell the brand came into mind, marketing products online seemed to be the best bet for the brand. They wanted to make their products available at absolute convenience, to keep their customers coming back for more, without much effort. The brand therefore launched their website, through which customers could purchase their products. The brand took it one step further whereby they implemented a monthly membership plan through which customers could sign up and get access to clothing that was best suited to them. On signing up for the website, members are asked a few questions which will help the site understand your preferences better. This is then implemented in a way where you are shown outfits that match what you are looking for. Of course, one has the option to look outside those as well, since the brand has upteem amount of choice in their clothing.


Opening up stores across the country was the next big step that the brand wanted to take. They already had in place one of the most ingenious ways to attract customers online, and thus decided to take the path less travelled for their physical stores as well. Fabletics implemented a marketing strategy known as reverse showrooming to set apart their stores from the rest. The brand knew that there was still a certain section of the market that was skeptical about online shopping, and needed to see the products in person to gauge whether or not those would be suited to them. The stores therefore function as a physical catalogue, whereby customers can come and check out what they see online and even try them on to get a feel of it. Customers can thereon log onto the website in their own time and purchase what they liked at the stores.

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