Recently, Marie Claire Magazine interviewed Kate Hudson on her new line of athleisure dresses for her clothing line Fabletics which hit shelves April first of this year. Kate stated how she framed the dresses around the idea of “taking the active girl, taking her out on the town, and keeping her casual!”
Using the same materials the dresses are designed to allow a more mobile experience,which makes them perfect for walks out on the town or dance nights with friends. Some dresses have built in bras and provide the tight look high fashion companies provide but more comfortable and at a more easily affordable price level. As Kate put it, “No Spanx required!” The clothing line is performance oriented but keeps the feminine look. This means you can go running down the beach in a bikini and not have to worry about everything staying in place. Fabletics wants people to be fit and healthy so although it could work in high fashion, the overall aim is to make it affordable to as many people as possible.
Along with Kate Hudson, Fabletics was founded by Adam Goldenberg and Don Ressler. It had officially launched October first back in 2013. It originally launched as a subscription retailer for women’s sportswear and accessories and since then has grown to include a men’s activewear line and the push this past month to include dresses and swimwear. In 2015 at http://www.fabletics.com/outfits, marking the two year anniversary of the company being in business, they started opening stores, Forbes covered the seventh opening this year.
Fabletics revealed to Forbes that the company planned on opening seventy five to a hundred stores in the next five years. The stores plan on running on the same method as the online store, by collecting monthly memberships on a direct debit program for about $49.95 a month. Forty percent of in-store sales have gone to pre-existing subscribers and the Fabletics stores claim to do the best when placed near competitors, which is where shoppers can most easily see the pricing difference. Despite the initial problems this company has faced, their new customer-oriented focus has allowed Fabletics quite the comeback.