Is going virtual the new going online for brands post-pandemic?
Athletic apparel company Fabletics has launched its new app, Fabletics FIT, which features live and on-demand workouts, meditation sessions, and more. The brand currently boasts about 2 million subscribing members via its VIA program, which costs $49 per month, and just surpassed $500 million in annual revenue. The Fabletics FIT app offers apparel discounts to customers who meet fitness challenges, a nod to the current gamification trend. The app also features music integration via a Spotify partnership that allows customers to play their playlists under the instructor’s voice. Since its launch at the end of February, the app has had over 100,000 workouts taken, with customers already asking about how to buy products featured in the videos. Currently, access to Fabletics FIT is included as part of the VIP membership, but it’s also offered to outside customers for $14.95 per month.
The move offers a lesson in trend blending, as it takes elements of livestream shopping, entertainment, and gamification with its incentive-based workout classes. It also reflects the importance of going virtual in a post-pandemic world. Fabletics, which scored a spot in the Gifted class of Gartner’s Digital IQ Index: Activewear, is a digital-first brand, but also recently announced plans to open 24 new stores across the U.S. this year, bringing its total locations to 74 by the end of year. By going online, virtual, and physical, Fabletics echoes the needs of the evolving consumer in a way that brands of all backgrounds should consider emulating.