Across the United States there’s a growing tendency of Americans to eat healthy, exercise more, and just get in overall better shape. It’s a trend that’s had an influence on the technology and food industries to be sure, but there’s one other area were fitness is having a profound effect. That area is fashion, and leading its charge is Fabletics.
Workout clothes have been around for a long time, and now the clothes that you’d normally find at the gym have broken into the fashion market with full force. Celebrities have given into the new wave of “Athleisure” (a brilliant convergence of Athletic & Leisure wear), and consumers have followed suit; making it among the fastest growing trends of 2015 and the new year. What separates Athleisure from your run-of-the-mill gym clothes though, are that the products are premium quality, designed by real fashion companies (like Fabletics), and they’re selling like crazy.
Read more: Dressing down: The rise of athleisure
But what caused this huge outbreak into the fashion world? Everyone from Beyonce to the local soccer mom is paying up to dress down, so is really just part of America’s fitness craze? Robbie Myers, editor-in-chief of Elle, recently featured Beyonce in Athleisure attire. “The idea that Americans want to be comfortable no matter what they do certainly, you know, has permeated the culture.” he says. And he’s right. Denim sells have plummeted 5% in the past 3 years, while active wear purchases have rose 5x that rate!
General manager of the El Segundo, Calif.-based Fabletics, Geraldine Martin-Coppola, says that the company has grown an astonishing 200 million dollar enterprise in the last 2.5 years alone. The online based business offers a subscription service for shoppers’ savings, and Fabletics have many customization offers which can be made & shipped at lightning speed.
Fabletics was co-founded by actress Kate Hudson, who’s promotion the Athleisure brand has fueled its popularity. While the company is based online, it’s already opened up several stores across the country; with 75 more planned to open in the next 5 years.
See more at http://www.fabletics.com/how-it-works