Fabled activewear brand unveils new fitness application
Fabletics, the popular activewear brand, has taken a significant step forward in its growth strategy by partnering with lifestyle and performance brands and investing in advanced digital and retail technologies.
On Thursday, Fabletics introduced its Fabletics Fit app, a new addition to its digital offerings. This app is now available for both Fabletics VIP members and nonmembers, although VIP members can access it as part of their program for free, while nonmembers must pay $14.95 per month.
The COVID-19 pandemic has led to a surge in demand for fitness-related products as consumers adjust to working out from home. Fabletics has capitalised on this trend by extending beyond its original product offerings as a pathway toward future expansion.
One of Fabletics' most notable collaborations is with Stephen and Erica Malbon of Malbon Golf. This partnership has resulted in a 27-piece capsule collection that blends performance activewear with golf-inspired streetwear, targeting both golf and fashion-conscious consumers. This strategic move aims to broaden Fabletics' product offerings and tap into new demographics by merging golf lifestyle and activewear markets.
Fabletics is also investing in advanced digital and retail technologies. A notable example is the partnership with Keonn, which provides a real-time inventory management solution (AdvanTrack-600) across all physical stores in 13 countries. This technology enhances in-store operations, personalises the shopping experience, ensures optimal inventory availability, and supports omnichannel growth.
In addition to these initiatives, Fabletics has launched its men's line and partnered with Hydrow, the company behind the at-home rowing machine, for live and on-demand workouts. The Fabletics Fit app offers on-demand workouts, meditations, and other content. Fabletics members can also enjoy members-only prices on Hydrow machines and subscriptions, apparel and accessories, and fitness content.
The success of Fabletics is evident in its financial performance. The brand has surpassed $500 million in annual revenue and now runs 50 retail locations across the U.S. The brand's focus on digital offerings and strategic partnerships seems to be paying off, as evidenced by the growing demand for Fabletics products.
Interestingly, other brands in the activewear industry have also seen similar success. For instance, Target's activewear brand brought in $1 billion within its first year of launching, and Nike saw a 150% jump in demand thanks to its mobile app.
In conclusion, Fabletics' strategic approach to growth through product diversification into lifestyle segments and technological advancements is a testament to the brand's commitment to providing a comprehensive and personalised fitness experience for its customers.
- Amidst the pandemic, Fabletics saw a breakthrough in its business growth by capitalizing on the rising health-and-wellness trend, particularly in fitness-and-exercise, expanding beyond its original activewear offerings.
- In a strategic move to broaden its product range and tap into new demographics, Fabletics partnered with Stephen and Erica Malbon of Malbon Golf, merging golf lifestyle and activewear markets.
- Leveraging technology, Fabletics partnered with Keonn to implement AdvanTrack-600, a real-time inventory management solution that enhances in-store operations, personalizes the shopping experience, ensures optimal inventory availability, and supports omnichannel growth.
- Fabletics also entered the men's market and formed a partnership with Hydrow, offering its members exclusive deals on Hydrow's at-home rowing machines, fitness content, and apparel.
- The AI-infused Fabletics Fit app now offers on-demand workouts, meditations, and content, further diversifying its digital offerings and aligning with the demands of the modern consumer.
- The success of Fabletics, as evidenced by its $500 million annual revenue and growing retail presence, is indicative of a wider trend in the activewear industry, where brands like Target and Nike have also witnessed significant growth through similar strategic partnerships and technological advances.
