Fabletics is a unique fashion module that recently took the activewear fashion world by storm. It was founded in 2013 by three founders: Kate Hudson, Don Ressler and Adam Goldenberg who all saw a gap between the fashion marketplace and activewear. They saw that people often have difficulty buying activewear that not only fits their body comfortably but also has lines for the casual athletic to the extreme workout enthusiast. In just one year Fabletics managed to get their brand out of the United States and into places like United Kingdom, Germany, and France! And last year, they began opening brick-and-mortar stores across the United States. In Fabletics short time in the fashion world, they have managed to reach over one million subscribers, and become a $250 million dollar business, that’s pretty impressive, isn’t it?
Fabletics is a subscription service, meaning that a monthly fee is paid to receive the deals and benefits of their activewear. But Fabletics throws a twist on the subscription modules because it allows you to pass on months that you may not want to buy any new activewear. Within the first five days of every month, you have the option to pass on that month, meaning you will not purchase anything, but you will also not be charged for the whole month. It is a different marketing strategy because it still allows buyers to be in the subscription club without having to throw money away every month if they do not need to. Other subscription sites on Twitter could probably learn an idea or two from this unique marketing strategy that caters to consumers need rather than the business needs.
Kate Hudson is clearly no newbie when it comes to the fashion world, and she is quickly beginning to make her mark in the technology world as well with Fabletics. She is planning to speak at Recode’s next Code Commerce event. This event is full of live journalism with onstage interviews, that allows business owners and founders to network their product or business over food and drinks. It is an important event for any business mogul who wants to take their brand one step further than the average. The fashion industry is not easy, so it is important with a brand like Fabletics to market and network as much as possible, because you will begin to see end results like Fabletics is starting to see!