Fabletics is a brand that is well-known in the fitness and fashion world and is one of the top athleisure brands in the market today. The company serves globally and has a unique collection of fitness clothing that is comfortable, fashionable, and stylish. Fabletics is co-owned by Kate Hudson, who is a world-renowned Hollywood actress and an Emmy award winner as well. Kate Hudson’s association with Fabletics has helped the company tremendously to gain the momentum it needs to get an edge over its competition. The market for the athleisure market is already increasing rapidly and is expected to reach close to $100 billion in the next few years globally.
Fabletics relies highly on data to create and modify its business, sales, and marketing strategy, and a company that knows how the athleisure marketing is picking up would never allow a dull moment to seep into its business model. It is for this reason, Fabletics recently signed up with another Hollywood celebrity, a famous singer, songwriter, and actress, Demi Lovato. Demi Lovato is a huge sensation among the young and middle-aged audience, and she has been active in the social media for many months showing her workout, figure, and fitness level. It is what inspired Fabletics to team up with Demi Lovato to come up with a new limited edition capsule collection that would be designed as per the preferences of Demi Lovato and inspired by her.
Demi Lovato is an inspirational figure for many women, not only because she is good looking, have a toned athletic body, or is a celebrity, but because she has faced the same challenges in life that most people can relate to. She has come out in the open about her strained relationship with her late father, and how she suffered from depression after her parents’ separation. In her professional career as well, she has struggled to get past depression, bullying, came in and out of rehabilitation a couple of times, was suicidal, and more.
However, Demi Lovato came out of all the challenges life threw at her and came out victorious, and it is what is primarily reflected in the limited edition collection of Fabletics inspired by Demi Lovato. She has come a long way from where she started, and Kate Hudson and the team at Fabletics felt that her life journey is as appealing as her friendly yet flamboyant personality. As the customer base of Fabletics primarily considers middle-class women, the achievements of Demi Lovato and her personality sure has the power to break the sales record for Fabletics. Fabletics has always believed in one fact that if customers relate to your brand and products, they will not hesitate to buy.
Fabletics is a young company compared to Amazon that holds over 20 percent market share in the online fashion retail business. However, Fabletics has managed to give its competition a good shake by its existence, because Fabletics continue to eat up from the competitors’ revenue at an alarming pace, and currently does the business of over $250 million annually.