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Category: Fashion

Fabletics increases sales by leveraging big data and crowdsourcing

December 28, 2017 • fishcarolina

While business uses big data to determine consumer wants and needs, customers use their own version of that – crowdsourced reviews to determine which products to buy. One business that leads in capitalizing on this trend, Fabletics, stands out.


The athleisure brand founded by “Almost Famous” actress Kate Hudson, leverages big data via an incoming customer survey, then encourages customer reviews of each product sold on its site. The Fabletics customer base varies in their favorite form of exercise from runners to weight lifters to yogis, but their common community thread is a healthy, active lifestyle. Fabletics customers know they can trust reviews on the site just as they would their mom’s or best friend’s recommendation because the entire Fabletics community is like them – active and health-minded.


The proof that the one-two combination of data sharing works lies in Fabletics’ growth and bottom line. Launched in 2013, the company experienced more than 200 percent growth in four years, earning more than $235 million. It uses a membership plan with an automatically shipped monthly outfit based on each user’s preferences. Although consumers can purchase items without joining, most become members. Fabletics membership surpassed one million in only four years. Membership provides a deep discount on each outfit. Customers buy often and pass along what they thought of each piece of athletic wear providing sales help from the crowd, as well as, data for the company to improve products.


Search engines notice the power of the crowd, too. Google ranks businesses and brands with positive reviews higher than others. E-retailers like and noticed, as well. They began integrating brand reviews from other sites to flesch out items they carry with few reviews. But, Hudson’s brand doesn’t need that.


It has the support of its million-plus members, a number that includes celebrities like Demi Lavato, who worked with Hudson on one season’s fashions. Lavato echoes many fans of the brand, saying that its and Hudson’s authenticity drew her to it, as much as the well-crafted workout gear.


Again, customer actions back up those words. According to Shawn Gold, Corporate Marketing Officer of Fabletics’ parent company, TechStyle Fashion Group, 85 percent of its sales come from repeat customers. Those customers convert friends – 17 percent of new customer come via referral. Beyond its e-commerce venture, Fabletics opened 22 retail locations to date and plans more. Now, that’s four years of growth that shows the importance of trust and the power of the people.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on

Categories: Fashion

History of Fabletics

March 16, 2017 • fishcarolina

Fabletics is an online membership retailer that offers ladies’ sportswear and embellishments, ordinarily alluded to as “athleisure.” The organization is best known for its internet business approach and furthermore has 18 physical stores. It offers its individuals customized outfits decided for them in light of their way of life and design inclinations. It is a backup of JustFab, which re-branded to TechStyle Fashion Group in August 2016.


Fabletics was established by Adam Goldenberg, Don Ressler and Kate Hudson in July 2013 and authoritatively propelled on October 1, 2013.


In June 2015, Fabletics propelled FL2, its men’s activewear line with Kate Hudson’s sibling and on-screen character, Oliver Hudson. In March 2016, the organization extended its stock past athletic wear by including dresses and bathing suits. The organization has rehashed picked up press presentation for their promoting strategies; including focusing on contender Lululemon and utilizing film shot by Hudson on her mobile phone. As indicated by Forbes, Fabletics has expanded its income by 35% every year, with a valuation of $250 million inside its initial three years of business. The organization utilizes fly up stores to build enrollment. In these areas, Fabletics stocks clothing in light of an examination of its online patterns.




In September and October 2015, Fabletics opened its first physical retail location in shopping centers claimed and worked by Westfield and General Growth Properties Inc. Areas incorporate The Mall in Columbia, Bridgewater Commons in New Jersey, Kenwood Towne Center in Cincinnati, Christiana Mall in Newark, St. Louis Galleria in St. Louis, and The Village at Topanga in Woodland Hills. In February 2016, Forbes revealed that 75 to 100 Fabletics stores are planned to open throughout the following three to five years. Throughout amid 2016, stores opened at areas including The Mall of America, the Summerlin Shopping Center in Las Vegas, SouthPark Mall in Charlotte, North Carolina and the Cherry Creek Shopping Center in Colorado.




Enrollment is free. And, like a subscription, VIP Members get an email at the beginning of every month showing them the all the new looks. They have until the fifth of the month to choose whether they might want to shop or skip. Notwithstanding, individuals who decline to skip will be charged $49.95 which transforms into a store credit that never expires. After enlisting, individuals are required to finish a review with respect to their workout and way of life inclinations. Toward the begin of every month, customized outfits are decided for every part in view of these inclinations.


Amazon currently controls 20% of the molded web based business market so getting position in this space was no cake walk for Fabletics. They still managed to grow a $250 million business in three years. The formula seems to be working. Clients like brands that are optimistic and that push the individual a bit, blend this with accommodation and participation and you have a winning combination.

Categories: Fashion