Today, working out and staying active and fit have gone far beyond simply the realm of professional tennis players and gymnasts. Modern women have embraced the active lifestyle, with jogging, yoga and aerobics classes now a regular part of many women’s weekly routine. All of this healthy activity has forced the fashion industry to wake up and take notice, which is good news for women who want to look great even while they’re working up a sweat at the gym.
Shopping Online Becomes a Non-Stop Habit
In years past, most women looked for workout clothing in department stores or at dance studios. Today however, there’s a whole new world of choice in the fashion e-commerce world online. Many women prefer online shopping for its convenience, and the popularity of this type of shopping has made the e-commerce fashion world highly competitive, and getting hotter all the time.
Right now, amazon.com takes 20 percent of the market for online fashion. That means the other companies have to work even harder to get in on the business. New companies must deliver quality products as well as last mile customer service and unique brand experiences. Is it a lot to ask? Yes it is. Yet even as tough as the market is, some new companies, like Fabletics, the activewear brand launched three years ago by actress Kate Hudson and her partners, is catching on in a big way.
Fabletics Breaks Through a Crowded Fashion E-Commerce Market
Fabletics is currently valued at $250 million, which is amazing considering its short time in business. This success can be pinned to the company’s innovative development of activewear that can double as elegant casual wear, plus its affordable price point that makes the clothes available to a wide range of women. The company has also been innovative in its approach to customer service. The VIP monthly service option at Fabletics gives consumers a chance to sign up for a regular selection of clothing personally picked out by Hudson herself. The selection is geared towards the customer’s personal taste and workout regime. This idea has proven very appealing to Fabletics’ customers.
Kate Hudson is also an asset to the brand. with her appealing, friendly persona and athletic lifestyle. All of this adds up to a winning combination for Fabletics, and the company hopes to keep things moving up and into more customers’ hands as the brand continues.