Fabletics is one of those brands that came out when one would least expect it and took over the fashion industry without making a sound. The brand started putting out their lines of clothing in 2013 and since then has grown to become a multi-million dollar industry. The company was founded by Don Ressler and Adam Goldenberg, who are two business partners who have been working together for an incredibly extended period of time. The brand also decided to get a celebrity involved with their clothing and picked none other than Kate Hudson to do the job. Kate is brilliant at fashion and is someone who is incredibly immersed in the world of fitness. Being someone who is regular with her fitness regime herself, she knows what women need from their clothing and what brands need to offer. She has been one of the most brilliant additions to the company, which is why they have in turn done so well and attracted so many customers. The company has grown extensively and today has customers all over the country and also has stores in numerous locations, with plans of setting up even more.
Fabletics believes that just because a woman is partaking in any form of physical activity does not mean that she should not look her best. All women want to look like they have just stepped out on the red carpet, even if it is just in sweatpants and a tee. Fabletics has decided to take on the activewear industry in absolute style by putting out their lines of clothing that are stylish and comfortable, all at the same time. Fabletics believes that they have the power to bring about change in the activewear industry, which is why they have been working so hard to make it big there. When it comes to selling their lines of clothing, Fabletics goes down the path less traveled to establish themselves in the industry. The brand wanted to provide their customers with a system that would keep them coming back for more. With that idea in mind, the brand decided to launch them with a membership program. This membership program allows customers to sign up with the brand and receive sets of activewear every month. The customers are asked to fill in a few details regarding the kind of clothes that they wear and also the kind of sports and fitness regime that they like to partake in. The brand then shows the custom clothing options that would fit their criteria. Customers are also allowed to choose outside of what appears to them so that they can have a wider selection. Thereon, the customers are entitled to receive one new set of clothing every month for a small fee. The customers can choose the clothing sets that they like once again every month and receive it right at their doorstep. In this way, the company plans to retain their customer base, while also keeping their customers in the loop about the various lines of clothing that they come out with.