Lululemon Has Some New Competition
Kate Hudson is giving women another reason to want to workout. Launched in 2013, her clothing line, Fabletics, is a member of the e-commerce family owned by JustFab Inc., which includes the platforms JustFab and fabkids. As of now, all of her clothing is sold online and includes pieces such as yoga pants, tank tops, shorts, and limited men’s apparel. From a consumer standpoint, the clothes are extremely stylish and trendy; similar to Lululemon, but often cheaper than Target. It has been featured in magazines including Shape, Women’s Health, Every Fay, Health, WWD, Self, Elle, People, Glamour, US, USA Today, Daily Glow, Well+Good, POPSUGAR, Refinery29, and SHEfinds.
Similar to JustFab, customers take a style quiz and are shown suggestions based off of their clothing preferences. From there, customers can either sign up for VIP membership credits or shop as a regular member. If customers do choose to pay $49.95 per month for the VIP membership they will get up to 40% off retail prices, free shipping on orders over $49.95 and earn VIP rewards points. To date, there have been 1.5 million items purchased and the brand has 942,206 Facebook fans and 39,500 Instagram followers.
Because it has proven to be such a success Fabletics is moving offline and into five of General Growth Properties (GGP) malls as soon as this fall. The malls include: Bridgewater Commons (Bridgewater, NJ), Christina Mall (Wilmington, DE), Kenwood Towne Center (Cincinnati, OH), The Mall in Columbia (Columbia, MD), and Saint Louis Galleria (St. Louis, MO). The first two stores to open will be on September 3rd in The Mall in Columbia and Bridgewater Commons. The last three will open in October.
In store amenities will include mobile points of sale, free shipping from warehouses for out-of-stock items, in-store fitting appointments, buy online and pick-up in store, and a virtual shopping cart to help customers complete their shopping online after their in-store visit. Alan Barocas, Sr. Exec VP of Leasing, GGP stated, “More and more, we are seeing pure-play retailers like Fabletics see the value of adding physical locations to enhance sales and brand visibility. In fact, 90 percent of all U.S. retail sales occur at physical stores, and when a pure-play retailer opens a physical store, they see online sales increase three to five times in the same trade area.”