With a large selection of activewear, including men’s and women’s sportswear, footwear, and other accessories, Fabletics is a company that helps men and women look and feel their best. It was founded in 2013 by Adam Goldenberg, Don Ressler, and Kate Hudson. This is a membership model company which has over 60 brick and mortar stores and a specialty membership program with VIP status. Members get specially chosen outfits based on their preferences and style of living. Capsules are offered weekly for women and monthly for men, so there is plenty of choice and customers can stay up on the latest trends in sportswear attire.
Fabletics has created several partnerships which help to secure their brand and move it forward. Kate Hudson, for instance, partnered with the Fashion Targets Breast Cancer campaign, offering a capsule line of pink gear. Singer Demi Lovato also paired with Fabletics when they took part in the United Nations Foundation’s Girl Up campaign. One of their most interesting pairings is with the company called Hydrow, an at-home rower company, who has partnered with Fabletics since 2020. Fabletics members and Hydrow members receive perks and discounts from the opposing company, in their quest for health and wellness. Fabletics have also paired with Varsity, an American cheerleading company, in a partnership that will last until at least 2024.
The company has grown quickly and secured their specialty niche in the market, under the umbrella of TechStyle Fashion Group. Fabletics started by offering high quality sports gear which made its wearers look and feel good. In 2014, they took their gear to Europe, finding a market in England, Germany, and France. In 2015, their brick and mortar stores were born, with six retail stores. 2017 was a big year for Fabletics, as they introduced their line of lifestyle sneakers, work out shoes, and slip-ons and they introduced extended sizing. They also extended their line to plus sizes, broadening their customer base. In 2020 Kevin Hart headlined the men’s line, a long awaited addition. And soon after, as a part of their community-mindedness, Fabletics tendered climate neutral certification in all of its stores, and created a more eco-conscious line of products. Early in 2021, Fabletics FIT was launched, a workout app for VIP Fabletics members.
Once the concept of Fabletics took hold, they worked to create some brick and mortar stores so that the public could shop for their gear in person. Bridgewater, New Jersey was the home of the first brick and mortar Fabletics store, and it was launched in 2015. There have subsequently been over 50 stores in North America, and the number is expected to rise to 74 by the end of 2021. Throughout the year, Fabletics offers pop-up shops across the country, and at specific times. Fabletics Stores offer high-quality sports clothing in a wide array of colors and styles. Customers can choose full matching outfits, or stand alone tops, bottoms, and sports bras. The Plus Shop is a plus for people who are trying to get healthy and still want to look good on their way to weight loss.
Along with the in-person stores, the website is very easy to navigate and organizes items for customers’ ease of shopping. They offer categories of Outfits, Tops, Bottoms, Accessories, Plus Shop, Sports Bras, and the all new Loungewear. There is also a separate category for Men, as well as the newly-formed FIT program. The website offers Standard Shipping and Rush Shipping, as well as a liberal policy on Returns. The website also features a fabric, size, and care guide, so that shoppers can get personalized advice without having to leave their own homes.
The Mission Statement The store has a wholesome, passionate mission: “Our vision is to be the world’s most fashionable, innovative, and inclusive active lifestyle brand. At Fabletics, we believe that everyone deserves to look and feel their best.”