Athleisure apparel is clothing that any person can wear around while doing errands, caring for children or working out at the gym. Fabletcs is co-owned by Kate Hudson, Adam Goldenberg and Don Ressler. As a busy mom who tries to stay fit, Kate noticed that most quality athletic clothing was quite pricey and out of reach for some moms. With average yoga pants from famous brands costing up to $250 a pair, Kate saw an opening in the athletic clothing Market. It was Kate’s goal to design high quality and comfortable athletic attire that was also cost effective and easy to access. Recognizing that not everyone has time to go shopping in a store resulted in this mostly internet based clothing store.
Fabletics is designed as an e-commerce clothing company. Women create accounts and can become VIP members which will allow them even deeper discounts on athletic clothing. While membership is not required it is beneficial. Every month a wardrobe is selected that meets each individual customers fashion and lifestyle needs. Most monthly fabletic packages contain a top, bra and bottoms. Monthly clothing shipments start at $49.
While Amazon holds the marketplace in most online shopping, Kate Hudson is a leading figure recognized by women all over the world. Her fame has drawn women in to the Fabletic brand making them a recognizable force in the internet shopping industry. Fabletics does have 18 store fronts but most of the customers who shop in store are already existing internet shoppers. Most customers who shop at a fabletics store front and have not shopped online end up purchasing more fabletics clothing online in the future.
With expansion at the heart of progression, Fabletics recently launched a mens line of athletic wear. Kate’s brother Oliver is the main spokesman for the mens line. Additionally, the fabletics womens line expanded to offer dresses and swimwear. Each year fabletics revenue increases by thirty five percent. This has created a net value of just over $250 million since its launch three years ago. In addition to the few store fronts and expanse ecommerce shopping featured; in 2016 Fabletics announced they are hoping to open up to 100 near brick and mortar store fronts in shopping malls across the country within the next three years.
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