What Calls You
A prompt to find a brand advertised to you often that resonates with you; I chose Fabletics (Conversation and photos)
How I first found the brand
I first came across this brand two years ago on an Instagram in a (satirical) ad done by Kevin Hart promoting Fabletics. What initially intrigued me about Fabletics was it being partially owned by Kate Hudson, an actress I had grown up watching in movies. After clicking on the website a couple of times, being targeted with Instagram ads, and reading great reviews I decided to go ahead and purchase from her company. This brand has become one of my top favorites going toe to toe with Lulu Lemon in my top athletic brand preferences. This brand has become a staple in my life. There are a couple of reasons why I have come to love this brand and its mission which I will share with you below.
Company Background
To start off I'll share a small company background on Fabletics. It was started by Kate Hudson, Adam Goldenberg, Don Ressler and operates under their parent organization TechStyle Fashion Group. The company is known for its e-commerce business approach and also has over 50 brick-and-mortar stores. It sells adult activewear for any person. The activewear styles and fabrics are high quality while also being at a reasonable price point. This has drawn many people to join the company's free VIP membership that provides additional discounts. On top of this their shipping, handling, customer service, and website presence is flawless and easy to navigate. Their marketing over various platforms such as Instagram, ads, blogs, and more have effectively placed this company in a competitive position within its market and secured many loyal VIP members.
"Live Your Passion – every day"
What Calls to Me ...
Immediately one of the ideas that grabbed me was their inclusive message. many brands have a very certain perfect image they try to promote while Fabletics featured women of all races ages and body types on their site. This can be very rare in the clothing industry and I find this kind of branding very inclusive and real and resonates with me on a personal level. I find myself less drawn to stingy exclusive brands and Fabletics has proved itself to be very inclusive. For a big company, one of the other things that captured my attention is Kates personal reviews on all the products. She takes time on her Instagram to live stream or post-in-home videos explaining the products and their choices while showing them in action. This gives this large brand a more personal feel. One of Kate's statements on her Instagram is " Women deserve activewear that works just as hard as they do" which centers on her whole mission in creating the company. Upon receiving the activewear I ordered I was pleased to see how great it all was, the follow-through was there, it wasn't all talk. Fabletics is the brand that fits with your everyday hard-working lifestyles. Kate is promoting comfort, as well as a lifestyle. This is what calls to me and has captured my loyalty. Quoting from the Fabletics blog (The Core by Fabletics) it says "An advocate for healthy living, female empowerment and making fitness fun, Kate contributes her unique point-of-view and signature free-spirited attitude." Making the brand personal is what makes this big company just like a suggestion from your friend or coworker. You connect and believe in their mission, what they promote and how (I've included the company mission and a youtube as below to reemphasize this).
Fabletics Mission
"At Fabletics, we create clothing that inspires you to stay active, whether that means competing in an iron (wo)man competition, sweating in the studio, or chasing after your kids. Our on-trend designs are high in quality at prices you’ll feel good about. This is where the inspiration starts. Beyond the clothing, we foster a community of people who embrace our mantra – “Live Your Passion” – every day (Fabletics About Page)."
Heres a company youtube ad:
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