Fabletics is an active lifestyle brand that sells athletic apparel for activewear, fitness and workouts for men and women.
They are most popular for their workout shorts, leggings, swimwear, jackets, bras and accessories. So, what makes Fabletics so popular? And more importantly, who is their target market?
In this article, we will review the Fabletics target market and understand what attracts them to the Fabletics brand over others.
The Fabletics Target Market: Who Are They? And Why?
The best way to understand the Fabletics target market is to understand why someone buys athletic apparel and then why from Fabletics when there are so many other alternatives on the market from no less than the most iconic companies out there like Nike and Adidas and other popular brands like Gymshark, Athleta, and Lululemon.
When we understand people’s needs and the motivations behind their desire to purchase, we get the following segments of the Fabletics target market:
- People who love the Fabletics brand
- People who practice a particular sport
- People who workout regularly
- People who are looking for fashionable and stylish workout clothes
- People who are looking for quality sportswear at a reasonable price
- People looking for comfortable activewear
- People looking to buy fitness accessories
Let’s look at each of these Fabletics market segments more closely.
#1. People who love the Fabletics brand
By far, the most significant portion of the Fabletics target market includes people who simply love the brand.
There are many reasons why someone might become a brand loyalist, but it usually has to do with the quality of the product, customer service, or maybe even just an emotional connection to the company.
These people may have bought specific athletic apparel from Fabletics and fallen in love with it. Or, they could have had a great experience with customer service or something else that made them want to continue doing business with Fabletics.
Whatever the reason, brand loyalty is a powerful thing, and Fabletics has certainly captured the hearts of many people out there.
#2. People who practice a particular sport
People who regularly practice a sport often need specific types of clothing and gear to perform their best.
For example, someone who plays tennis might need a different type of shirt than someone who goes running. Likewise, someone who does Crossfit might need different types of shorts than someone who swims.
The point is that people who have a specific sport that they focus on are often looking for athletic apparel that is designed specifically for their needs. And Fabletics has done a great job of catering to these types of people.
They have an extensive line of clothing and gear for many different sports, making them a favorite among athletes of all types.
#3. People who workout regularly
Similarly to the previous segment, another segment of the Fabletics target market includes people who go to gyms and work out regularly. They need sports clothes that can keep up with their active lifestyle.
These people might not necessarily play a specific sport, but they still need quality clothing that is comfortable and yet can withstand a lot of wear and tear.
Fabletics has become a popular choice for these types of people because they offer high-quality, durable, and affordable workout clothes.
Additionally, their clothing is designed to be comfortable and stylish, which is important for people who want to look good while they sweat it out at the gym.
#4. People who are looking for fashionable and stylish workout clothes
Fashion and style cannot be divorced from one another, especially not in the world of athletic apparel.
People who are looking for fashionable and stylish workout clothes look for clothing that is not just going to help them perform well but is also going to look good. This crowd is a great Fabletics target market.
Fabletics has become a popular choice for these types of people because their clothes are both stylish and functional.
Their line of clothing is always up-to-date with the latest trends, and yet their clothes are still designed with the needs of athletes in mind.
#5. People who are looking for quality sportswear at a reasonable price
One of the biggest attractions of Fabletics is that they offer quality sportswear at a reasonable price. People who are looking for quality sportswear want clothes that are going to last but don’t want to have to spend a fortune on them.
Fabletics has become a popular choice for these types of people because they offer a great balance of quality and price. Their clothes are made with high-quality materials and yet are still very affordable. This makes them a great option for people who want to get the most bang for their buck.
What sets Fabletics apart from other brands is its commitment to quality. They use high-quality materials and construction methods to make sure that their clothes can stand up to the rigors of a workout.
Additionally, they offer a wide range of sizes and styles, which makes it easy for people to find the perfect piece of clothing for their needs.
#6. People looking for comfortable activewear
Comfortable activewear has become more and more popular in recent years as people have become more interested in being active.
People who are looking for comfortable activewear want clothes that are going to be comfortable to wear but will also help them perform their best.
Fabletics has become a popular choice for these types of people because its clothes are designed with both comfort and performance in mind.
Their line of clothing is made from high-quality materials that are designed to wick away sweat and keep people cool and dry. Additionally, their clothes are designed to move with the body and not restrict movement.
#7. People looking to buy fitness accessories
Fabletics has a wide selection of fitness accessories that are designed to help people get the most out of their workouts. These include water bottles, shakers, towels, and more.
People who are looking for fitness accessories want products that are going to last and that will help them reach their fitness goals. Fabletics has become a popular choice for these types of people because its products are high-quality and affordable.
How Fabletics Attracts Customers and Generates a Recurring Revenue Stream
To stand out from the competition, Fabletics offers a flexible VIP membership. Customers pay $54.95 each month to be VIP members. In return, they can get between 20-50% discount on full-priced items.
Such an arrangement can be a win-win for Fabletics and its customers. Fabletics gets a recurring revenue stream, while customers get to buy quality workout clothes at a discount. If VIP members spend between $100 and $150 on full-priced items, they stand to get most if not all of that month’s membership fee back.
Of course, not everyone will want to spend this amount each month. Fabletics knows that. And so they have introduced the flexibility that allows customers to skip any month during which they would not like to pay their monthly membership fee (and so not receive any discounts that month).
This flexibility lowers the barrier to entry and takes away most reasons for not joining the VIP membership. And to sweeten the deal further, Fabletics allows their VIP members to cancel their membership at any time.
Conclusion
The Fabletics target market, first and foremost, includes people who love the Fabletics brand. It also includes people who need to regularly buy sportswear like those who practice a particular sport and those who work out regularly.
Fashion is an important aspect for many who buy sportswear and those looking for fashionable and stylish workout clothes are also a segment of the Fabletics target market.
People who are looking for quality sportswear at a reasonable price which includes parents looking for sports clothes for their children will often turn to Fabletics products as do people looking for fitness accessories to help them with their fitness routines and goals.