Online, Mobile, and Social Media Marketing

Fabletics Changing Channels

According to the Fabletics company website, www.fabletics.com, JustFab Inc. co-CEOs Don Ressler and Adam Goldenberg launched Fabletics with Kate Hudson after they saw a gap in the activewear marketplace. There were plenty of luxury brands, but none that offered stylish and high-quality gear at an accessible price point. These three unstoppable innovators joined forces to create the Fabletics brand in 2013. Fabletics, a division of Just-Fab, offers affordable, high-quality, and stylish workout clothes including yoga pants, leggings, joggers, tops, tees, and more for women and men at every fitness level. After being in business just a few short years, the company ranked number 98 in the Internet Retailer 2015 Top 500 Guide with revenues of $150 million. Although initially internet-based, Fabletics moved into brick-and-mortar retailing in 2015. It plans to open 75 to 100 stores by 2020.

• Conduct some additional research to learn more about Fabletics. How is Fabletics meeting customer needs through its value delivery network? What controversy surrounds the company?

• What type of marketing channel is Fabletics using? What is its distribution strategy? Did opening brick-and-mortar stores make sense for Fabletics?

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