As a huge fan of working out and staying athletically fit, I was thrilled when about three years ago workout gear started to evolve from drab, functional wear into trend, kind of sexy clothing articles that could easily transition from the gym to my favorite happy hour locale.
However, there was a huge gap in the market. The trendiest of athletic wear was ridiculously expensive. We are talking about $100 minimum for one piece of clothing. Similarly, as a curvier woman, the trendiest workout gear seemed to be one-size and even the “large” top wouldn’t fit around my chest. On the opposite end, clothing from brands sold in your typical “sporting” store felt very drab and didn’t have much transition from things like yoga to activities like biking, hiking or running. It seemed like you needed a different piece for each activity.
Enter my new favorite brand – Fabletics. Founded and spearheaded by one of my favorite actresses, Kate Hudson, the company has been like a breath of fresh air in the active wear market.
So what is so great about Fabletics? First, the company is taking on Amazon in a huge way. If you don’t know, Amazon controls about 20% of the athletic wear market. What you must know, is that things brought on Amazon are often tough to gauge size and can have major flaws such as see-through fabric, poor crafting or they will just not be true to size.
Fabletics has revolutionized the online active wear game with their reverse showroom technique. This means that users come to their website and receive a tailored experience that starts with a Lifestyle Quiz. If you haven’t taken the quiz, I highly recommend it. It is actually pretty fun to evaluate your style and workout preferences. Once you finish, your entire experience with Fabletics is fully customized to your unique style and preferences. This is SO very different from a modern “showroom” or storefront, where everyone that enters receives the same experience.
In a CNBC article published lately, Kate Hudson gave some tips on how her brand achieved such success. One thing that really stuck out was her commitment to utilizing big data to reach customers on a more personal level, hence, the Lifestyle Quiz. She also recommended the importance of looking for marketing opportunities and staying hands on, which is one of the reasons the brand truly shines in a market that was already saturated when it launched three years ago.