Fabletics: Standing Out For Ingenius Marketing Techniques

Owing to the numerous brands that are always trying to set up in the fashion industry, very few brands emerge as truly successful. The activewear segment, in particular, is mostly governed by big names which other wise would have no competitor to challenge them. Fabletics is one company that decided to take on the activewear segment with full force and establish themselves as a successful clothing company. Today, the company is currently worth millions of dollars and has thousands of customers from all over the country.


Fabletics first opened its doors for business in 2013 and since then does have not only online stores but also physical ones. When it came to setting up the business online, the brand wanted to be different and opt for a more innovative approach to sell their products. Fabletics was started by Don Ressler and Adam Goldenberg, who are both entrepreneurs who started their businesses at a very early age. The brand has formed collaborations with Kate Hudson and also has a special line of clothing by Demi Lovato. When it came to selling their products online, the brand wanted to do something to keep their customers coming back for more. For this purpose, they introduced a membership system which their clients would have to use to buy their clothing. For starters, if one wishes to look at the clothing that the brand has, they have to set up their account and choose a membership program that they wish to go with. This membership plan determines the number of clothing sets that one can opt for. The customers are then asked questions which would determine what kind of clothing they would like and shows them those pieces accordingly. Customers can then choose what they want, and select it and have it delivered to their doorstep. Every month, the customers have to log on once again onto the site and choose what they want to get.


Fabletics is all about giving their customers the most convenient experience of online shopping. By giving their customers a membership system, they are giving them a choice to buy clothing without having to go through much effort. The brand takes great care to ensure that the lines of clothing that they put out is refreshed every month to offer their customers nothing short of the very best.


The brand has tried their best to stand out from the crowd in every way possible. Even when it came to setting up their physical stores, the brand decided to make them seem more like trial rooms rather than warehouses. Using the latest tracking technology, the online website is synced with the item in the stores. Accordingly, the online store only shows those items that are there in stock in the physical stores. Since the stores are more of a trail room, the brand does not want to disappoint customers who come to the warehouse and cannot find what they want to try on. These coupled with a lot more ingenious marketing and business strategies are what has made Fabletics the fashion leader that it is today.