The growth of the Fabletics brand has been swift with the actress Kate Hudson acting as, not only, a brand ambassador, but also a part owner of the company. In a bid to bring the ever expanding range of active wear clothing from Fabletics to a wider range of consumers the company has opted to develop its first capsule range in collaboration with the singer Demi Lovato; a recent afternoon launch of the new collection designed by Demi Lovato also revealed that a portion of all proceeds from the capsule range would be donated to the Girl Up foundation.
Demi Lovato was quick to reveal her own love of a wide range of fitness options, largely based in boxing, martial arts, and mixed martial arts training techniques. Although the major pop star understood the need for a range of active clothing that allowed the individual the chance to remain pleased with the performance of the Fabletics clothes, she also understands the active lifestyle both she and Kate Hudson live also requires clothing to be comfortable at all times. Not only did Kate Hudson use the Los Angeles launch of Demi Lovato’s capsule clothing line to promote the Fabletics brand, she also sought to raise awareness for consumers of the Girl Up foundation that works to bring leadership opportunities to young women and girls in developing nations. The launch of the Demi Lovato line will begin in May 2017 and be followed by a full range of active wear being launched in collaboration with the singer in August of the same year.
The Fabletics brand has recently been making great inroads into rivaling the long established leaders of the active and leisure wear industry that are lacking in the focus that has been achieved by the Kate Hudson backed brand. Established in 2013, Fabletics began as an Online and members only retailer that allowed individuals the chance to purchase new clothing each month for a low price, even offering customers the chance to opt out in a specific month if they did not wish to purchase more active clothing at a particular moment; the Fabletics brand was also innovative in allowing customers the chance to complete questionnaires to reveal their needs and workout habits to better inform their buying options.
In terms of growth there have been few companies capable of matching the consistent improvements made in sales and positive reviews of the Fabletics brand over less than five years in operation. The company has consistently expanded its Online offerings and has turned its back on the trend for popup stores, instead choosing to establish its first brick and mortar physical locations. Customers can link their Online membership to their physical location purchases in a bid to keep the membership style exclusivity of the brand as it grows to bring high quality active clothing to a new generation of consumers.