Becoming a powerhouse of any kind is tremendously difficult. Unless it’s first of its kind, there are usually already powerhouses dominated that market. The activewear market has been dominated by brands like Under Armour and Lululemon since the trend began. So when Fabletics launched in 2013, it was facing an uphill battle.
Somehow, Fabletics became one of the most popular activewear brands in the nation. In fact, Fabletics is sold in seven other countries. The brand’s grown 200 percent in the last four years and generates over $200 million in revenue a year. According to executives, a lot more went into building that success than people think.
For a start, Fabletics was founded on Kate Hudson’s premise. She wanted to create an activewear brand that would inspire all women. Since the beginning of the activewear movement, not every woman has felt appreciated or acknowledged by the other powerhouses.
Hudson immediately set her brand apart by offering lines in sizes from XXS to 3X. It’s not as easy to create lines for all sizes, but it’s worth it in the end. Also, Fabletics is meant to inspire women to embrace more active lifestyles. Instead of assuming their customers are already healthy and fit, Fabletics focused on encouraging them.
Recently, Fabletics achieved Hudson’s dream and expanded into plus sizes. Hudson got the idea to produce plus-size lines after realizing that the only other plus-size products started at $200 for a single pair of yoga pants. The quality of those products was also lower than they should’ve been.
Activewear is supposed to combine gym wear with casual wear. If people don’t feel comfortable working out in their clothes, they consider that a failure. Hudson ensures that Fabletics’ designs make women feel comfortable taking things as slowly as they need to.
One trend helping Fabletics get its message and products into the world is the power of the crowd. More than a trend, the power of the crowd is growing and destroying thousands of the businesses every day. The power comes from reviews left online by customers who are explaining their experiences.
After people stopped trusting traditional marketing and advertising, they turned to online reviews. They trust these reviews as much as they trust a personal recommendation from people they know. This new consumer behavior has forced companies to be more transparent.