Fabletics: Data-Driven Fashion

Since the beginning of sportswear and fashion branding, one’s aesthetic has helped get them on the treadmill and enjoy themselves and their image. Kate Hudson is all set to dominate the market with her take on fitness fashion under the name ‘Fabletics’, a service which provides the perfect set of feedback and preference driven sportswear and accessibility options both offline and online.


In an attempt to grow a company into a $250 million enterprise in three short years, Fabletics enters the court with a growing market in ‘activewear’. This needs just a subscription for people to purchase clothing chosen for their preferences and activities.


Going the old route with competitive pricing and high quality alone, as the means to get a piece of the market share is something Fabletics aims to avoid being associated with, instead capitalizing on the ‘last mile’ of customer service and an exclusive range of designs.


Entering the on-ground club with the likes of Warby Parker, Apple, etc, Fabletics is focused on opening a large number of walk-in outlets, adding to it’s already present chain in places like Hawaii, Florida, California and Illinois.


Knowing what’s going on in the mind of the potential customer and acting on immediately satisfying the same is the insight that Gregg Throgmartin, the Fabletics General Manager brings to the table and believes is the differentiating factor for the brand. This allows Fabletics to offer a product of high-perceived value from the get go.


Reinventing the wheel in the way people select their clothing is what Fabletics aims to achieve, with it’s unique strategy of ‘reverse showrooming’, in which the brand connects with the people at a grassroots level with events and activities creating more loyal brand equity among people. This has them enter the store as most likely a customer already, and if not then one that is very likely to become a customer upon entering the store. Whatever is tried out by the customer is put into their online shopping cart as well, positioning the element of retail service as another deliverable, part of the Fabletics package.


The clothes kept by the stores locally are sourced on the basis of customer driven data which includes heat-mapping of outlets, real-time sales and transaction activity and customer sentiment across the spectrum of social media. This approach to customer satisfaction together with a smooth offline-online user experience, is what has helped put Fabletics in the field with brands such as AliExpress and Amazon.


The blogger of ‘A Foodie Stays Fit, Teri Hutcheon’ sees Fabletics as the place to go for a great deal on price and quality. She loved that the brand provided well-fitted clothing that didn’t fade or lose shape over time. Go ahead and join the customized sportswear experience of the 21st century.


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