The success of Fabletics in the last few years has shown how the marketing plays a vital role in the company’s success. No matter how good your products or services are unless you have a robust marketing strategy in place, it is impossible to achieve success in today’s competitive market in just about any niche. Whether you are selling cakes or apparel, the primary game remains the same. Fabletics is a company that started off as one of the innovative startups that only provided athleisure products and fitness gear for women in a market that was already dominated by Amazon and likes. However, Fabletics, headed by Kate Hudson, Don Ressler, and Adam Goldenberg, always believed in carving its space in the fashion business, and it did so by delivering quality athleisure gear for women at a price that was much lower than the standard market price at the time.
Kate Hudson in one of the interviews said that before Fabletics entered the market, some of the brands even sold something as fundamental as Yoga pants at a couple of hundred dollars. She said that at that price point, it became merely unaffordable for the majority of the country’s population. However, Fabletics wanted to make athleisure wear affordable for one and all, and it did so without compromising on the quality. The company backed their claims with quality products and the association of Kate Hudson with the brand as a co-owner, undoubtedly helped in giving Fabletics that much-needed boost in popularity it initially required.
Fabletics also managed to gain success in the athleisure niche because it successfully implemented the reverse showroom technique earlier implemented by more prominent brands like Warby Parker and Apple. The company managed to create hype around the brand through strategic and successful online marketing and starting an e-commerce store. Once the company gained considerable marketing success and became a well-known brand, it began physical stores across the country.
It is a reverse showroom technique that is known to get results, and it did so for Fabletics. Opening stores across the nation did help Fabletics in pushing up its sales and getting closer to its target audience. It helped many of the potential customers to check out the products of the company firsthand and convert them from just potential leads to loyal patrons. Fabletics offers a personalized shopping experience to its customers, and it is one of the primary reasons why the company has been progressing so rapidly.