If you haven’t heard of Kate Hudson’s absolutely adorable line of “athleisure” wear – meaning athletic wear that is actually stylish – well, you may be living under a rock. The brand has soared to incredible heights in just three years, amassing $250 million in sales and being compared to unicorns such as Apple.
One reason for its success is that Fabletics chose to approach their brand differently that those already in the athletic wear space. Instead of opening a chain of stores or holding a mass of pop-up shoppes, Fabletics utilizes the reverse showroom technique. The technique simply means that instead of inviting buyers into stores, they are taken into an entire digital world of shopping, branding, information, and invited to become part of a similar fan base of purchasers. We’ve all done it…gone to a store looking for something and then found it for a few dollars cheaper online for a different, possibly wholesale, retailer and purchased it there instead. That is just the way today’s digital savvy user chooses to buy things, they know they have options. While other companies are paying the high overhead costs for their stores, the staff, product display and more, Fabletics’ reverse showroom technique allows people to browse from the comfort of their own homes. They also utilize a very unique membership plan, where members commit to a certain monthly spend and receive their trendy athletic gear each month, which flexible options to hold your shipment each month.
As far as the quality of the product goes? It’s great!! The leggings especially are not only trendy, but very high-quality material that can be compared to some of the more expensive brands on today’s legging market. The leggings have good compression, i.e. your booty looks good, thick material that doesn’t allow any see-through faux paus, and they also retain their shape wash after wash. The tops are very trendy and choices are always evolving to meet the changing styles of the athletic fashion market. There are also free returns, which is wonderful. I also really enjoyed that there was a Lifestyle Quiz on the site prior to getting started. The quiz asks you questions about your workout habits and fashion preferences, to avoid returns and help make sure you get the pieces you really want. Overall, Fabletics is a fun and new way to get me motivated to work and and to look great in the process.
A great unsponsored review can be found on the blog a Foodie Stays Fit.