You’ve seen the Fabletics commercials… Where the women are sporting activewear that’s actually fashionable and can be worn to exercise or to run daily errands… If you pay attention to the commercials, you’ll notice that the women in those commercials are of different sizes, strengths, and doing different activities. The women in the commercials are either exercising, running errands with their kids, or proving that their body shape and size has nothing to do with their strength… Strength and empowerment at any age, shape, or size is the image the brand is projecting.
It’s just amazing how much the world has evolved. There was a point in time where a woman’s weight and age were something that you just don’t talk about or ask about but today’s woman is confident about her age, weight, and size… Where did this empowerment come from? Well, it’s hard to just pinpoint one person as the face of self-love but it’s pretty safe to say that every woman who’s had any insecurity about their weight or size and overcame it, is due to seeing someone else have the strength to love themselves despite what others think.
When women started to love their bodies, self-love became a market to profit from. That might sound like it’s coming from a “money-hungry” standpoint but it’s not… it’s really coming from a place of self-love. With women feeling this empowerment, why not strengthen their self-love and empowerment with clothing that is not only fashionable and accentuates their shape but also is great activewear to exercise in to lead a healthier lifestyle?
In the past, gym clothes used to be big bulky sweatpants that were difficult to move around in and simply didn’t make women feel pretty. Today, women’s activewear can go from the gym to brunch! The great news about the Fabletics brand and mission is that you too can start a women’s activewear line that is successful like Fabletics.
In your mind, you’re probably thinking that you don’t have any business experience to do something like that… Well, according to Forbes, neither did Kate Hudson with Fabletics but she and her team managed to turn their athleisure brand into a $250 million company in three and a half years.
Keep in mind that your brand’s story won’t be like Fabletic’s story, nor should you want it to be… Your brand should have its own story and mission but there are a few takeaways from Fabletic’s story that you can incorporate into your passion for fitness. If you’re someone who loves every aspect of fitness and want to transform it into an athleisure brand, here are a few key tips to follow to make your business thrive.
1. Planning
Identify the Customers’ Needs
If you’re going to launch an athleisure brand, you need to find out what people look for in athleisurewear. Are they looking for a particular type of material that’s comfortable on the skin? Are they want ting more storage in their clothes? Or are they wanting more style?
Stand Out in the Competition
There are, of course, lots of athleisure brands out there, including Fabletics, but the goal isn’t to be like them… the goal is to be better than them. Maybe you have an idea but another brand is already doing that… That’s okay, you can either hone in on that idea and do it better or simply find a different way to stand out. Ideally, you want to offer customers something that’s they’re not receiving in other brands.
Determine Your Brand Identity
What’s the overall vibe and feel you want people to have when they see or wear your clothes? With Fabletics, they want their customers to feel strong and empowered when they wear their athleisurewear. Maybe with your brand, you want customers to feel sexy… whatever it is you want customers to feel, it’s going to be exhibited through the design and style of your clothes and through you’re brand’s identity, so choose it well, because your brand’s identity is what it’s going to be known for.
Look Into Funding Options
How are you going to fund your business? Are you going to ask family for help? Set up a Go Fund Me account? Or look into SBA loans? This is an area where Kate Hudson didn’t have any obstacles to overcome but that that doesn’t mean you have to either. There are plenty of startup loans as well as investors who are looking for small businesses to invest in to not only make them more money but to also turn your dream into a reality.
2. Design and Development
Design and development spans from the creation of your website to the design of your athleisurewear apparel. So you’ll definitely want to build your online store with a fitness theme that’s reflective of your brand’s identity. In identifying your brand’s identity, it’s going to automatically lead you to identify your target audience. Without having a target audience, you won’t know the types of clothing and collections to sell.
One of the biggest factors that separate an athleisurewear line from a regular clothing line is the materials and fabrics. Because athleisurewear is both for casual wear and for exercise, the materials and fabrics used are going to be stretchy, breathable, and sweat resistant. The materials used are also ways to add interest in the products too.
3. Marketing and Brand Awareness
You’ve determined your brand’s identity so now it’s time to tell the world your brand’s story. When people can relate to a brand’s story, they’re more likely to buy your products. Whether you’ve had your own struggle with self-love or if you’re currently on your journey of body reformation, people want to know your story. Through outlets like social media and networking events, your brand has the opportunity to reach the masses with if your brand awareness and marketing is done right.
4. Implement Customer Service
Last and certainly not least, you have to pay homage to your customers because, without them, your brand would just be an empty plan. When on social media, ask their opinions and actively interact with them. If a customer has a complaint or issue with your products, don’t try to silence them or ignore them, address the issues head-on so they’ll know that their complaints and opinions matter. Be sure to address them in a timely manner too.
And remember to have fun with your customers too. They like to know that it’s not “all business” with brands too. Consider humanizing your brand with a fun back and forth banter in the comments and live videos.
Read the latest issue of Athleisure Mag.
