Among the many frustrations that can come with being a human being on the hunt for clothes to add to their wardrobe is the disappointment of trying on clothes that aren’t the best fit. Oftentimes it can feel as though retailers are only creating clothing for a particular body type while everyone else must either find a good tailor or be forced to endure wearing clothes that they are not comfortable in. Consumers’ bodies are different and retailers that are seeking to be successful in the marketplace are recognizing that. Fabletics, an online brand that sells fitness clothes to female shoppers, has developed its shopping experience and clothes with this reality in mind.
According to a 2013 interview that actress and Fabletics co-founder Kate Hudson gave to Elle Magazine, conscientious design is a priority for Fabletics. Hudson told the magazine that “designing for every body type” was “really” important and that the brand had developed workout clothes that were made for a variety of body types. These clothes include sports bras and leggings that are forgiving by making its wearer’s derriere “squeeze in and up.” Hudson also discussed her experience working with a physical trainer, the roots of her interest in athletics and fitness and her views on cleansing with the fashion magazine.
Fabletics creates a customized user experience that enables the brand to give customers more of the workout clothes they want and need. Fabletics is able to customize its shoppers’ experiences by asking to take a short quiz about their style preferences. The quiz also includes an inquiry about a customer’s body type and the option to select a “unique” body type if the choices for body type that presented are not relevant to them.
According to Elle many of the items sold by Fabletics are under $100. The price point coupled with the brand’s versatility and fashion-forward design make it a marketplace leader. The bloggers behind the shopping site The Krazy Coupon Lady reviewed Fabletics last year. The savvy shoppers expressed their belief that Fabletics was a good brand in comparison to competitors like Gap Body and that the company had prices that were on par with Target. According to a 2015 interview with Elle, Kate Hudson and Fabletics were working on a Fabletics collection called Fly. According to the Fabletics website Fly was a capsule collection that focused on bringing sophisticated style elements to the brand’s clothing.