Much has been made of the incredibly popular athleisure fashion trend. Athleisure has taken the fashion world by storm with big names like Rihanna releasing athleisure-inspired fashion lines on Wikipedia.org fronted by world-renown models like Naomi Campbell.
Customers’ demand for workout clothing that is versatile is totally reshaping the landscape of the American retail. While traditional brands like J. Crew are struggling to find their footing in this new marketplace athleisure companies are doing very well. New athleisure companies have been popping up to take advantage of what is predicted to be a fashion goldmine fueled by a new generation of consumers who seem to prefer to spend their money on consumer technology and clothing that reflects their lifestyle and values. Fabletics, a fashion brand helmed by award-winning actress Kate Hudson and JustFab Inc. co-founders Adam Goldenberg and Don Ressler, has become a leader in the world of athleisure by selling female consumers clothing that can endure an intense workout at the gym while also looking really great with a pair of skinny jeans. Unlike many of their competitors in the world of athleisure fashion Fabletics got its start as a brand that was built online.
Fabletics began as a digital brand that sold their clothing to customers with a unique subscription-based model. While any customer can purchase the company’s clothing without becoming what is known as a VIP member, Fabletics VIP membership subscription comes with many enviable perks. Arguably the biggest benefit to becoming a Fabletics VIP member is the ability to build your workout wardrobe by being able to purchase complete outfits at lower costs. For example a two-piece running outfit that would normally cost over $90 is just $49.95 for customers that purchase the VIP membership.
When VIP members sign up to pay the monthly $49.95 fee they can purchase any outfit they want from Fabletics for that flat price. Their first outfit will cost them only $15. Since its founding in 2013 Fabletics has brought in $250 million and attracted more than one million subscribers. The company is following in the footsteps of tech brands like Apple, Amazon and Warby Parker, companies that are immersed in technology, by building a strong digital business that can be expanded into brick-and-mortar shops offline. Fabletics is an example of a new school tech savvy fashion company that uses analytics to understand what its customers want and how to deliver it to them. The company’s co-founder Kate Hudson will be talking about the brand’s success at an event called Code Commerce that is being held by technology magazine Recode in December 2016.