Fabletics is a fashionable athletic clothing company co-founded by Kate Hudson. The brand promises “the same quality and performance for half the price” (source). Early in 2021, the company ventured into the connected fitness domain and launched the Fabletics FIT app. The service provides access to dozens of fitness and meditation classes:
Fabletics is an athletic apparel company selling fashionable yoga and fitness clothing co-founded by Kate Hudson. The brand promises “the same quality and performance for half the price” (source).
Fabletics is recognized today as one of the fastest-growing brands in the history of eCommerce (source).
In February 2021, the company presented its fitness app available on iOS and Android devices — Fabletics FIT, joining a host of other companies that ventured into the connected fitness domain (Apple, Lululemon, Nike, WeightWatchers).
After seeing its website traffic grow by +88% in 2020, Fabletics launched a fitness app, Fabletics FIT, in February 2021.
The company tapped into the emerging need of its consumers who were looking for new ways to stay fit at home.
Fabletics FIT offers live and on-demand workouts and meditation sessions led by experienced instructors.
Purchase Incentives: Fabletics incentivizes apparel purchases with in-app communication. The brand offers discounts and deal for members who completed FIT challenges.
Since the FIT app launch, Fabletics sent only one email presenting its workout classes to its email list.
Email subject: Fabletics FIT is now on your phone!
Date: Apr 13, 2021
Volume: 165K (7% of a total email list)
Read Rate: 7.1%
Out of $20M Fabletics spent on digital ads since the beginning of 2021, none of the ads led to the Fabletics FIT page or promoted the app.
The brand promotes Fabletics FIT to its 1.9M followers on Instagram.
Fabletics FIT also has its own Instagram page that has only accumulated 9K followers (as of Aug 2021). The brand posts about the following topics:
Sales and Discounts
As of August 2021, Fabletics FIT was downloaded 57K — 54% of the downloads were to iOS devices.
The launch of Fabletics FIT helped the company to balance its gender profile with app users being more skewed towards the male audience (59%).
With over 3K ratings on both Apple and Google stores combined, Fabletics FIT had a rating of over 4.5 stars.