Reasons behind Fabletics thriving in the activewear industry
Fabletics has been a success since its entry into the activewear industry. The company has been a key player in women empowerment, something that has earned Fabletics recognition and an excellent reputation within the sportswear and fashion world.
Since its inception in 2013, the company has achieved significant milestones in the activewear niche market and are continuously growing thanks to the support it gets within both the American and global market. One of the driving factors that has led to the success of Fabletics is its ability to leverage on the power of the crowd.
Over the four years, Fabletics’ executives have successfully been able to tap into the flexibility of the internet to set itself as the premium shopping destination for all sportswear, activewear, and related apparels.
Many people don’t understand what leveraging on the power of the crowd means, below we explain it in simple terms.
When someone is considering to subscribe for movie or music streaming services, the chances are that you don’t have much information about the provider offering the services. You, therefore, have to embark on a challenging journey that will enable you to get to know of the services, the pricing and the experience you are likely to get once you have subscribed to the services.
Before the rise of the internet, you had to ask your friends, family and even neighbors who use the same service for this information. All this has changed with the internet as reviews of products and services are cataloged online. From these reviews, you can decide on whether to subscribe or purchase a particular product or service. Leveraging on the power of the crowd entails the use of reviews to push the sales of a commodity or service.
For Fabletics to succeed, they had to deliver on what other activewear companies has since neglected, (functionality and fashion, at an affordable price of course.) Unlike other firms in the market that follow trends to design and develop sportswear for their clients, Fabletics took a different approach. First, the company doesn’t follow trends in the design process. Secondly, the company uses a research team to find out what the needs of the clientele the sportswear are purposed for. These two policies enabled Fabletics to develop excellently designed sportswear and other activewear apparels that incorporate beautiful design and are functional.
Kate Hudson is the founder of Fabletics. When starting up the company, women empowerment irrespective of the; industry they work in, social class and where they reside were her most significant objectives. All this has materialized as Fabletics enjoy a global VIP membership that exceeds one million active clients. Recently Kate won the athleisure award thanks to the effort she and her company puts in providing women and athletes quality activewear clothing.
As an executive at Fabletics, Kate Hudson doesn’t limit herself to the executive role but also contributes to the design process of the company’s apparels. Kate Hudson is one of the biggest supporters of social media advertising at Fabletics, something other firms are yet to dive in fully.
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