Fabletics is an increasingly popular brand of women’s activewear. The brand was thought up by actress Kate Hudson. She loves fashionable activewear but she couldn’t understand why it was all so expensive. In partnership with TechStyle Group, and e-retailer and collection of clothing brands, she launched Fabletics. The goal of Fabletics is to offer good quality clothing that is affordable and fashionable. This concept has proven to be very popular and Fabletics has been very successful against such established companies in the space such as Amazon since its introduction in 2013.
Fabletics makes use of a membership plan which uses includes a fashion questionnaire when a woman is buying her first piece of clothing off the site. By completing this questionnaire, the team at Fabletics is able to show them clothing that is going to appeal to their fashion sensibilities. This saves time as she doesn’t then have to wade through clothing that she finds appealing to her own fashion sense.
Another difference at Fabletics is that they now have retail stores opening across the United States. This allows women to try on clothing which they can then purchase in the store or buy off the website. These stores have proven very popular and, while about 30-50% of customers are already members of Fabletics, another 25% decide to become one while they’re in the store and finding clothing they really like at good prices.
Recently, Demi Lovato joined Fabletics as well, making it the first collaboration that Fabletics has engaged in their four-year history. This will feature a limited-edition collection of activewear that was inspired by Demi’s own fashion sense. The clothing that is sold will support the United Nations Foundation’s Girl Up campaign which is personally important to Demi Lovato. This campaign is targeted toward marginalized teenage girls. One part of the campaign that is really important to Demi is the Girl’s Up SchoolCycle program which seeks to get 130 million girls into school who aren’t in a classroom around the world. This initiative provides girls with bicycles so they can get to and from school, as well as get a sense of independence, as well as the tools and spare parts they need to maintain the bikes as well as maintenance training.
Demi Lovato has been a public speaker for a long time about her own issues such as addiction, self-harm, and eating disorders. She wants her brand of clothing at Fabletics to make girls feel good about their body images and feel included. The brand was launched at a private event in Los Angeles in May 2018. The brand will be available in a wide range of sizes so that every women and girl can find something that fits them well. The first clothing to be released will be leggings and tops. More types of clothing such as jackets will be launched later this year. Demi’s brand will be sold in eight countries and in Fabletics stores across the nation.