For any company to lead in a tightly competitive market, it is imperative that their marketing game is strong. Fabletics, an athleisure firm, owned and managed by Don Ressler, Adam Goldenberg, and Kate Hudson, is a company that ventured into the fashion retail business that was already saturated and has high rollers like Amazon already dominating the niche. However, thanks to the unique product line and innovative marketing policies, Fabletics was able to strengthen its position in the fashion market. The products of Fabletics have become quite popular among the girls and the women, and the fact that it offers sizes from XXS to 3XL has allowed its target audience to be of extreme scales and everything in between. Women of plus sizes had a massive problem of finding fitness clothing for themselves earlier, which is a problem that Kate Hudson, one of the co-owners of Fabletics, noticed.
Moreover, before Fabletics hit the floor, Kate Hudson said in an interview that the market was flooded with athleisure products that were way beyond boring and far from being affordable. As an example, Kate Hudson said that some of the high street fashion brands even sold something as simple as yoga pants for a couple of hundred dollars. It is something that is not acceptable or affordable by the middle-class people. It is this gap that Fabletics wanted to fill. Kate Hudson said that the primary goal of Fabletics has always been to not compete with other existing brands, but make a space for itself as what it offers is different regarding products as well as its marketing and selling techniques. The customers of the company can also choose to become its VIP members, which would give them a host of other benefits like a chance to get three products monthly shipped to the home address for a minimal amount.
The subscription-based model used by the company was an instant hit among the target audience, which helped in company reaching the annual turnover of nearly $250 million in just a couple of years. Fabletics has also been opening up physical stores across the country as a part of its reverse showroom technique that has been highly helpful for the firm to gather momentum in sales as well as marketing. Kate Hudson, a famous celebrity as a well as the co-owner of Fabletics, believe that the marketing strategy of Fabletics has been working and it is also due to the company’s customer-centric approach.