One of the fastest growing segments of the fashion industry is the sports leisure, or athleisure, market.
Because social media, influencers, and celebrities almost all agree that coordinating sweatsuits, joggers, dad sneakers, and yoga pants is considered fashion, the average consumer is not sure about the fit. There are now many options to choose from when deciding on functional clothing. For that day.
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For example, some brands sell valuable products. Brands like Old Navy, Gap, and Walmart are prized by shoppers who prefer reliable leggings that cost around $10.
Other shoppers value specificity, so brands like Peter Miller and Columbia’s Performance Fishing Gear (PFG) line win.Some people value brand recognition, so Lululemon (Lulu) Nike, or Gymshark might win.
One brand has discovered a way to hit multiple chords at once. While $98 leggings may be priced above the mass consumer base, Fabletics, a relative newcomer to the athleisure space, is trying to intertwine fashion and price acceptability.
Founded in 2013 by Adam Goldenberg and Don Ressler in collaboration with celebrity Kate Hudson, Fabletics claims to solve a “gap” in the activewear space.
“There were plenty of luxury brands, but none that offered high-quality, stylish gear at an affordable price,” Fabletics writes about its founding.
Today, Fabletics is benefiting from a tenacious business model. Although it offers VIP membership, which is not required to purchase labels, it is popular and boasts over 2 million members. Members pay $59.95 each month and can use that credit toward up to $100 of new items of their choice. Members can also save credits for later use. In other words, the company is creating a kind of exclusive, recurring membership model that gives paying members access to savings. It’s like the Amazon Prime of your workout wardrobe.
![](https://westernnews.media.clients.ellingtoncms.com/img/photos/2024/04/02/kelly-rowland-and-guests-attend-the-launch-of-her-capsule-collection-for-fabletics-in-los-angeles-california_pzrvVzf.jpg)
Kelly Rowland and guests attend the Fabletics capsule collection launch event in Los Angeles, California.
Randy Shropshire & Sorghetti Images
Fabletics partners with top celebrities
Another way Fabletics gains popularity and attention is by collaborating with A-list celebrities. Kate Hudson owns about 20% of the company and has collaborated with singers Kelly Rowland, Kevin Hart, Vanessa Hudgens and Demi Lovato in the past.
Now, Fabletics announced on Monday that it is extending its partnership with reality TV star and fashion mogul Khloe Kardashian following its continued success.
The new line, called Khloé V3, features 26 new pieces and will be available on April 1st, with prices ranging from $12.95 to $84.95. Available in sizes from XXS to 4X, this is an inclusive feature that Fabletics values.
Upcoming styles include:
- Sunset Scoop Swim Top: VIP Price: $34.95, Non-Members: $44.95
- Perfect Storm Cropped Train Jacket: VIP Price: $64.95, Non-Members: $84.95
- Seamless High Waist Ribbed Leggings: VIP Price: $49.95 Non-Members: $64.95
- Seamless High Waist Ribbed Short 6 Inches: VIP Price: $34.95, Non-Members: $44.95
- Year-round Terry Parker: VIP Price: $59.95, Non-Members: $74.95
- Year-round Terry Parker: VIP Price: $59.95, Non-Members: $74.95
No stranger to the apparel business, Khloe Kardashian is the founder of Good American, which offers size-inclusive denim, swimwear, activewear, and other trending fashion items.
Good American is reportedly worth an estimated $12 million as of January 2023, with annual sales of $200 million in 2022. However, co-founder Emma Greed owns about 23% of the startup, which is valued at about $2 billion, but remains privately held. $300 million, guest appearance on “Shark Tank.”