Fabletics: Figuring Out Modern Consumers

Every few years, consumers develop new ways of determining final purchases. For the better part of the last century, major contributing factors always included traditional marketing and advertising. Companies used to have all the power to persuade their customers to buy the next hottest item on the market.

These days, that power lies with the customers. Over the years, people lost faith in traditional marketing and now rely on each other for honest opinions and feedback about particular products and services. This type of crowd-sourced information, online reviews, allowed savvier brands to capitalize on this trend by adopting more review-centric marketing strategies.

Like with most changes in consumer behavior, this trend came after a change in the relationship between companies and their customers. As the world became more digital, a lot of e-commerce companies appeared overnight. Unfortunately, some of these businesses sell low-quality products for more money than the competition.

That fraudulent behavior caused a rift between companies and customers. Now, people spend a lot of time researching businesses and their products or services long before buying anything. Part of that in-depth research period is reading a lot of user reviews. There’s a safety in the opinions of people who’ve already had experience with that brand.

One brand that’s having no trouble adapting to this consumer is Fabletics. Fabletics is an activewear brand that uses a subscription mechanic to sell directly to its members. They also use that close contact with their members to form relationships and learn about the women buying their products.

From the beginning, Fabletics wanted to do something never done before. The idea: offer every type of woman on-trend fashion that they could actually afford. The personalized service and inspirational vibe of Fabletics were just bonus features. Fabletics must be doing something because their members love the brand.

Members also love Kate Hudson, co-founder of Fabletics. The first thing that Hudson wanted to do with the brand was to ensure that it’d sell high-quality fashion at affordable prices. Even though she’s a celebrity, she didn’t want to sell exclusively to her rich friends. She wanted all women to be able to buy on-trend athleisure outfits that made them look and feel their best.

That’s why she’s so hands-on with the company. Every week, she sits down and looks over sales numbers to determine which items are selling and which aren’t.

Academy of Art University and Well-Rounded Educations

New York Fashion Week is a vehicle for fashion awareness. It’s an event that helps bring hype to the most promising designers in the fashion world. It can be fun and rewarding to find out about a talented fashion gem. That isn’t always easy to do, however. The Academy of Art University’s School of Fashion organized a runway showcase during New York Fashion Week. The School of Fashion has been doing this for more than two decades now. The runway showcase took place at bustling Skylight Carson Square. It gave people a glimpse into chic and fashion-forward collections for men and women alike.


The Academy of Art University is in wonderful San Francisco, a major metropolis in Northern California. The educational institution was established in 1929 and is going stronger than ever before. The highly regarded art school prioritizes the arts, communication and design. It offers both graduate and undergraduate degree options to students. There are many diverse and interesting sectors available to students who are thinking about getting their educations at the Academy of Art University. Some of the institution’s many departments include fine art, fashion, art education, architecture, photography, landscape architecture, visual media, film writing, industrial design, metal arts, graphic design and media technologies. People who get their educations at this school can go into so many different kinds of career fields. They can go after careers as game developers. They can work for companies that specialize in subjects such as new media and website design. The school even has a comprehensive department that concentrates on advertising. People who want to work for some of the planet’s biggest and most respected advertising agencies can do a lot of learning at the Academy of Art University.


This widely known university used to be called the Academy of Art College. Richard S. Stephens launched it. There are 283 instructors who work full-time for the school. There are more than 1,000 part-time instructors working for it as well. The student body consists of roughly 12,600 individuals in total. It has more than 4,000 postgraduate students. It also has 8,000 plus undergraduate students.


Fabletics Closing in on Amazon

Fabletics, the women’s sportswear company which was started online with one of its founders being actress Kate Hudson, continues to enjoy remarkable success ever since the company launched in 2013.


Now the question may be whether Fabletics can even challenge e-commerce giant Amazon in the world of fashion and women’s apparel.


As of late 2016, Amazon had an estimated 20 percent share of the online fashion market. However, Fabletics has been rapidly rising into a $250 million company in a span of three years to the point where it now has roughly 30 brick-and-mortar stores across the U.S. Fabletics has since introduced a men’s line and has added dresses and swimsuit options for its women’s clothing line.


Hudson originally founded Fabletics along with Adam Goldenberg and Don Ressler to provide an affordable and recyclable alternative for women in the sportswear market. The idea was to provide comfortable attire to allow a woman to both work out and go through everyday life in. To begin the business, Fabletics offered its clothing line through an online subscription. Members could pay a membership fee to get monthly new attire sent to them or simply shop online. Even if they skip a month, the monthly fee ends up becoming store credit, allowing them a chance to purchase other items at a later date.


Since starting online, Fabletics has acquired roughly a million subscribers. Many are drawn to its lower prices and everyday value though it doesn’t hurt to have pitchperson such as Hudson herself modeling many of the company’s latest options.


The online success led the company to open 18 actual stores across the country in late 2015. Fabletics is planning on opening 12 more stores in 2017.


The combination of online and store membership along with apparel convenience has propelled Fabletics into a growing brand across the U.S. In doing so, the company may have altered how high-end fashion brands are viewed. It is now more affordable and convenient to acquire quality women’s sportswear. Customer support, brand names, and unique designs are becoming more important.


Fabletics’ unique business model is often referred to as “reverse showrooming.” Instead of losing customers who surf their store online and then buy a cheaper version at another site, many of Fabletics’ store customers are also their online members. For the company, as long as the consumers are buying their products, it doesn’t matter if it is online or in-store.


Toss in quick purchasing routes, easy online access, and its membership program, then it is easy to see why Fabletics is doing so well. It is why online reviews are generally positive about the company, its products, and its marketing and selling model.


Their supporters and members are women who are looking to acquire new sports attire in more health and fit-conscious world. They enjoy the solid quality-per-price ratio that Fabletics offers and innovative clothing design. While the customer support and the access are still works in progress, women who show some patience are willing to stick with the brand because the positives outweigh the negatives.