E-commerce Fabletics Creates Comfort, Style and Quality Athletic Wear

Founded by Kate Hudson, Adam Goldenberg and Don Ressler in 2013, Fabletics takes a fresh approach to product marketing. While Fabletics does have eighteen brick and mortor store fronts where customers can openly shop, internet shopping is the main way to purchase Fabletics active wear. Fabletics e-commerce sales approach targets women looking for athleisure style clothing. These are outfits or specific wardrobe pieces that can be worn for athletic purposes or leisure.


Fabletics has sizes available for all body types, ranging from xxs-3x. As a busy mother of two, Kate Hudson wanted to inspire other women and moms to live an active life style in comfortable and fashionable clothing. The Fabletics line was designed with price and comfort in mind. Outfits are adequate for all types of work outs from cross fit to zumba and they will even provide comfort for a busy mom life style. Every month Kate Hudson highlights two of her choice outfits and some outfits are available for as low at $19 to new VIP members. Those new to fabletics get free shipping on their first order of $49.95 or over within the continental United States.


To get started with Fabletics, new members can take the Fabletics pop quiz. This quiz helps them to create personalized outfit suggestions for each individual customer. You can shop as a guest or as a VIP member. The VIP membership is an autoship program where customized outfits will be shipped monthly to VIP members. Credit cards are charged every month on the 6th but VIP members do have the opportunity to opt out of a month by “skipping the month” prior to the monthly billing cycle. New VIP members also can get two pairs of leggings for $24 and are able to opt out of the VIP program at any time.


In the 3 years since the launch of Fabletics they have grown to a $250 million business. Surving an mostly internet based business when Amazon controls most of the online market place is a major achievement. The combination of convenience, membership and fashion has launched Fabletics to the frontlines in womens athletic wear. Due to the ease of internet shopping, 30% to 50% of the shoppers who visit one of the 18 Fabletics locations are already current internet shoppers of the brand. By creating a comfortable internet shopping experience with reverse marketing, Fabletics has created a large client base.

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