The world of sportswear is extremely competitive and any type of innovation is needed to set a company apart from the crowd. No other company has accomplished this better than Fabletics. Specializing in so-called “athleisure”, the company is really making a name for itself in the sportswear world and looks to be the future of the industry.
Fabletics was founded by actress Kate Hudson, Don Ressler, and Adam Goldenberg in 2013.The company sets itself apart by being a subscription based organization. Members pay a monthly fee and receive outfits based on their preferences and lifestyle. Starting out as a women’s sportswear company, Fabletics opened a menswear division in June 2015 called FL2. FL2 was founded by Kate Hudson’s brother, Oliver. In March 2016, the company added clothing other than sportswear, including dresses.
Another way Fabletics is setting itself apart is through its aggressive social media campaign. The company has a presence on all social media platforms but most notably on Youtube. Recently, an ad was released virally and called out Fabletics competitors, including the more expensive brand Lululemon. In the ad, several words are bleeped out as curse words even though they are not usually considered to be profanity. This created quite a buzz around the company and the response has been positive. These type of ads on mysubscriptionaddiction.com show that the company is different than competitors and has a sense of humor. This is all in an effort to make the company more approachable and as Kate Hudson says, “all inclusive”.
Recently in Fortune magazine, Kate Hudson spoke about the all inclusive mission statement. This is referring to the fact that Fabletics offers a wide variety of sizes so that women of any body type can wear their sportswear. This is very important to the owners of the company because they see sportswear as something that was only worn by in shape people. By offering the wide variety of sizes, Fabletics really is a sportswear company for all people, no matter what body type.
It is easy to see why Fabletics is seen as the future of sportswear. The company has earned this through its subscription based business model, all-inclusive sizing, and aggressive social media marketing campaign. It will be interesting to see the heights the company will reach in the coming years and if it can become the number one name in men’s and women’s sportswear.