Fashion isn’t an industry that people get into just because they want to. It’s very difficult to establish a brand name and compete with the powerhouses already dominating the industry. The only way to even begin trying to succeed in fashion is to find a small, unexplored market and dominate that first.
As difficult as that seems, that’s exactly what Fabletics did. Fabletics is an activewear brand that found a way to compete with powerhouse brands like Lululemon. Fabletics was the first activewear company to offer on-trend fashion at affordable prices. It also uses a subscription mechanic combined with a personalized service that makes members feel special.
Despite some controversy over its membership models, Fabletics was able to attract 1.2 million paying members. It also has over 20 million Twitter followers and countless non-sponsored bloggers praising the brand. The most impressive achievement is the 18 retail stores nationwide. Opening physical stores in a digital world isn’t easy.
There are a lot of contributing factors that makeup Fabletics’ success, but having affordable prices immediately comes to mind. Most high-quality brands sell single items for upward of $80 to $100. Most Fabletics members can buy two or three items for about the same amount.
That kind of marketing brilliance is quickly making Fabletics one of the most preferred brands. Being a members-only brand may hold it back at some point, but they use that method to give their customers extra attention. Every month, each member receives a list of outfits Fabletics’ experts predict fits their personal styles best.
With features like that, Fabletics is going to enjoy a big piece of the activewear movement. Last year, the movement generated $44 billion in the U.S. alone. Morgan Stanley predicts that by 2020, U.S. consumers will be spending twice that much on activewear.
As the future of activewear is being predicted, the future of every company is being decided by their customers. Traditionally, companies used marketing and advertising to present the brands to customers however they wanted. Now, a new consumer behavior has given all that power to the customers.
Online reviews, or user reviews, are quickly becoming a source of valuable information for potential customers. People no longer trust traditional marketing, and instead, trust online reviews as though they’re personal recommendations from people they know.