Fabletics is an online athletic clothing fashion retailer owned by Kate Hudson. The fashion brand promotes healthy lifestyle, active fitness, and fashion forward style. The website offers a range of different workout apparel designed for running, spinning, yoga, pilates, and more. The outfits are a great quality and they are available at a great price point. They have been very successful with their online business and are now expanding into physical brick and mortar stores.
Fabletics is going into business where many before have failed, and they are succeeding. One of the reasons Fabletics is seeing such success is because their approach is very calculated. Fabletics is using data analytics from their websites to be sure their physical stores are stocked with what will sell in the local area. They can estimate how many sizes of each style they will need, the colors that will be popular, and even if running or yoga apparel will be more popular.
The customers walking into the brick and mortar stores are typically already members of Fabletic’s VIP program. The VIP program requires a $50 purchase each month for the member to update her fitness wardrobe. Payment info is stored in the system so the member doesn’t miss a wardrobe update and Fabletics is guaranteed a sale. The VIP member gets more because the already good prices are slashed further for VIP members. VIP members can typically pick up an entire outfit for their $50 including a top, a pair of bottoms and a zip up or sport bra to layer over or under the top.
The collections offered each month work symbiotically together because the collections build upon one another. The VIP member isn’t just updating her wardrobe, she is compiling a collection designed with her in mind. VIP members have exclusive access to a stylist service that hand picks selections for them each month based on what type of workouts they do and what their style preferences are. In this way the VIP member is saving time in her busy schedule, streamlining her athletic wear shopping process, and she is getting a quality and affordable product every time.
When the VIP member goes into the Fabletic’s physical store she is typically already a member but is coming to experience the brand on another level. The Fabletics enthusiast has money to spend in store because her $50 per month for the membership isn’t breaking the bank. The stores offer more of what the VIP member loves, and they are offering new and different styles that their website hasn’t launched yet. The stores are operating as incubators of new ideas, and hubs to get not yet members interested in the membership. As expected with Fabletic’s commitment to their members, the stores serve as a place for new members to sign up for the membership. People can come in and just buy one thing, but the idea is for the new customer to walk out of the store with their new membership up and running.