Clothing brands come in a variety of shapes and sizes and one of the most interesting of these is Fabletics. Understanding the history of this unique company can help you decide if it is right for your personal needs. Who Founded Fabletics? Fabletics was founded by clothing experts Adam Goldenberg and Don Ressler, along with […]
Clothing brands come in a variety of shapes and sizes and one of the most interesting of these is Fabletics. Understanding the history of this unique company can help you decide if it is right for your personal needs.
Who Founded Fabletics?
Fabletics was founded by clothing experts Adam Goldenberg and Don Ressler, along with actress Kate Hudson in July of 2013. During the early stages of their founding, they mostly focused on creating hype for the product with a series of engaging advertisements.
Why Was It Founded?
Fabletics was started as an online retailer that required a regular subscription. While some balked at this subscription rate, it offered them access to unique and personalized clothing at discounted prices.
Fabletics started out selling a variety of women’s sportswear and accessories. However, it also expanded early with Hudson’s brother Oliver Hudson to offer menswear at fair prices.
Hudson’s stated goal was to create cute and inexpensive women’s sportswear that still offered the fashion-conscious interesting fashion options. Each person who wishes to sign up must fill out a survey indicating their workout and lifestyle preferences.
This helps create a more personalized approach that other competitors are now copying. Fabletics exists as a subsidiary of JustFab, which is now known as TechStyle Fashion Group as of August 2016.
Does It Offer Any Other Types Of Clothing?
Although they were focused heavily on sportswear and athletic gear in the beginning, their success has emboldened Hudson and her partners to expand their range. For example, they now offer swimsuits (which differ from their other swimming gear as they are designed for casual wear) and dresses.
What Makes Them Stand Out?
One aspect of this company that has made them stand out from their many competitors is their unique approach to advertising. Many of their commercials have actually integrated footage shot by Kate Hudson on her cell phone, creating an interesting DIY look that makes their commercials more memorable.
They have also focused heavily on their competitor Lululemon, focusing on their work methods and illustrating how theirs are better.
Other advertising methods have included creating interactive videos and a variety of unique techniques. Fabletics have also opened multiple stores throughout the country, with a 75 to 100 different stores looking to be opened over the next five years or so.
Locations in The Mall Of America, the Summerlin Shopping Center, SouthPark Mall, and Cherry Creek Shopping Center indicate the potential spread and influence of this unique brand.
What is interesting about this brand is that it seems to have taken up much of Hudson’s time. While she does continue to take acting jobs, she appears to be focusing more heavily on the brand than her acting career.
This shows that she is very serious about it and wants it to be successful. This is different than other actresses and celebrities, who create a vanity brand and mostly ignore it.
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