It is not uncommon to hear people talking about how Fabletics is a disruptor in the fashion market. While this would generally be thought of as a negative aspect, it is a good thing in the fashion and retail industry. Fabletics was able to come into an industry that had been doing things the same way for hundreds of years and turn around the entire direction of the industry. The company knew what they were doing and knew they had great ideas that would help them make the industry better than what it was able to be in the past.
For those who are unfamiliar with the brand, Fabletics is a company that is dedicated to athleisurewear. They work hard to make unique styles for women who want to be comfortable and look good while they are working out (or laying on the couch watching TV). They have done all of this in a way that is convenient for most women. To get the best styles delivered right to their doors, all women have to do is sign up with the service and sit back while they wait for their clothes to be delivered. Fabletics was one of the first fashion companies in the subscription market.
The company also offers other shopping opportunities for their customers. Those who visit the site and have already taken the Lifestyle Quiz will be shown a selected arrangement of clothes. These are the clothes Fabletics thinks the customer will like so they offer them to them in a reverse showroom technique. Fabletics uses this to make sure they are not giving the customers too many options. If they are able to show the customer three things they like, they will be more likely to buy the clothes than if they were to show them hundreds of pages of clothes they would hate.
In addition to all of this, Fabletics has worked on their marketing ideas. They even use Kate Hudson to help them sell their stuff. Kate Hudson, while a popular figure, does not generally do endorsements. She is actually a part of Fabletics. She has worked hard for the company to come up with designs she can use for the clothes. She not only does this but she also models the clothes and advocates for everything that Fabletics has to offer their clients. By doing this, Fabletics is making sure they have someone people can relate to.