Fabletics has shown incredible growth since its launch three years ago, and now, it wants to appeal to a broader market than the typical yoga mom. The company recently announced the launch of its Plus-Sized line of active wear, from XXS to XXL to XXS to 3X.
Kate Hudson, co-founder of Fabletics, wants to encourage more people to exercise and live a healthier lifestyle. Plus-sized women are often stigmatized by the fitness industry, and good-fitting clothing can be hard to find. Hudson told website Refinery29 in an interview: "…our whole brand is about inclusivity and wanting everyone to be involved in it. It was a natural progression. But it’s something you need to focus on to do right."
It took more than a year to launch the plus-sized line, as Fabletics was focused on creating new designs for potential customers. The company wanted to maintain its brand – a combination of sporty and sexy – no matter the size. Designers added wider straps, extra bra support, and redefined lines and seams, so the new offerings aren’t just larger versions of the pieces offered in smaller sizes.
Online retail clothing giant ModCloth saw incredible growth and profits from offering a more inclusive array of choices for its customers. It also embraced diversity, which made its brand so appealing to so many users. The company recently joined forces with Wal-Mart to grow its distribution network.
Companies like Fabletics are following suit, hoping to expand growth beyond the typical slim body types that favor athleisure clothing. Nike also announced the launch of its plus-sized activewear line.
Fabletics currently has about 1.2 million members. People can purchase Fabletics clothing from retail stores without signing up as members, but when customers purchase online they are required to join. The company’s VIP service offers deals and discounts to members, but in early media reports, customers weren’t happy because Fabletics makes it difficult to cancel. There is a monthly subscription once you join which is used towards future purchases of clothing, but the company claims that members can cancel at any time.
Lululemon used to dominate the athletic wear market, but this year, has seen its sales and shares decline. There is a lot of competition from other online retailers that offer lower prices and more inclusive sizes, including Fabletics.
Fabletics is projected to reach $250 million in revenue this year, according to Refinery29. It will likely see even more growth in the coming years. Business Insider notes that the plus-sized market generates about $20.4 billion in sales in the U.S. annually.