Fabletics is a brand of activewear and loungewear that has taken the world by storm. The brand was founded by three dynamic people who are extremely well versed in the world of fashion and are also known to be brilliant business minded people. The company was founded by Hollywood star, Kate Hudson, and business partners Don Ressler and Adam Goldenberg. The three of them came together to start up a one of a kind business that would break barriers and emerge as one of the top activewear brands. Fabletics first opened its doors for business in 2013 and since then has been growing actively to become a well-known name in its segment. People from all over the country are turning to Fabletics for their everyday exercise clothing needs, and so that they can get a good number of sets of clothing, much cheaper than they would anywhere else.
Fabletics first decided to launch its lines of clothing through the membership program that they incorporated through the site. The website was the only place that people could go to to buy the brand’s clothing, and therefore retaining customers and bringing along numerous more was the hard task that they faced. Because of this, the brand decided that a membership system would fit Fabletics the best. When a customer chooses to buy from the brand, they have to log onto the company website and select a plan that they want to be part of. The methods that exist on the site vary in price and also in the number of garments that one is entitled to. The brand believes that going down the traditional road is not something that they want to do, which is why Fabletics decided to break the norm and go with this. Because of the membership plan, the customers shopping from Fabletics get access to some of the most fashionable styles of activewear, with ease and before anybody else. This is one of the main incentives bringing the customers to the brand since everyone wants to look their best before everybody else. After the initial purchase of the clothing and the approval of the membership plan, customers are then entitled to log back into the site every month and choose a brand new set of activewear from the new collections. Since the brand has customers checking back in so often, they take great effort to ensure that they are updating their lines of clothing to offer their customers something fresh and new every time they log onto the site.
To Fabletics, reviews are everything. The brand knows that reviews can make or break the entire brand. If a customer writes a bad review, other customers may see it and be alarmed about the brand, thereby not purchase from it. However, if the review is a good one citing the positives about the product that they bought, other customers feel a sense of security and go in for the same product. Fabletics believes that investing in reviews is one of the best ways to drive traffic to their website, to have customers buying from them.