Fabletics

Fabletics is an American online subscription retailer that sells both men's and women's sportswear, footwear and accessories, commonly referred to as "athleisure". The company is known for its e-commerce business approach and also has over 50 brick-and-mortar stores. The brand has a membership program which is added automatically to the customer's cart at the time of checkout, if the customer chooses "VIP Membership." The company then bills customers $49.95 every month until it is cancelled. The membership can be cancelled online or via phone and customers receive a store credit instead of a refund. It offers its members personalized outfits chosen for them based on their lifestyle and fashion preferences and claims to be "all inclusive" with a range of sizing. It is a subsidiary of JustFab, which re-branded to TechStyle Fashion Group in August 2016.
History.
Fabletics officially launched on October 1, 2013, and was co-founded by Kate Hudson. In June 2015, Fabletics launched FL2, its men's activewear line with Kate Hudson's brother and actor, Oliver Hudson. Kevin Hart joined the company as an official brand partner for its men's line in 2020. In March 2016, the company expanded its inventory beyond athletic wear by adding dressess and swimsuits. The company has repeated gained press exposure for their advertising tactics; including targeting competitor Lululemon and using footage shot by Hudson on her cell phone.
According to "Forbes", Fabletics has increased its revenue by 35% each year, with a valuation of $250 million within its first three years of business. The company uses pop-up stores and crowd marketing to increase membership. In these locations, Fabletics stocks apparel based on analytics of its online trends. The company added collections for dresses and swimwear in the spring of 2017. In September 2017, Fabletics announced its first line of official footwear including slip-ons, lifestyle sneakers, and workout shoes.
Fabletic's VIP membership plan has raised some controversy due to the lack of clarity of the conditions and the difficulty to cancel the membership. 
Location.
In September and October 2015, Fabletics opened its first brick and mortar retail stores in malls owned and operated by Westfield and General Growth Properties Inc. In February 2016, "Forbes" reported that 75 to 100 Fabletics stores are scheduled to open over the next three to five years. As of July 2018, the company has a presence in a total of 10 countries, with plans of opening up new stores in the Philippines for the first time by fall of the same year. As of 2020, Fabletics has opened 42 stores in North America. 
Partnerships.
Hudson was named the ambassador for Fashion Targets Breast Cancer with Fabletics partnering on a pink capsule collection to support breast cancer awareness. In May 2017, the company announced a collaboration with singer Demi Lovato in support of the United Nations Foundation's Girl Up campaign. In 2019, Fabletics also made collaboration lines with Kelly Rowland and Maddie Ziegler that are available to VIP and regular members. 
Criticism.
The company's subscription business model has been criticized. If subscribers forget to notify Fabletics parent JustFab within the first five days to "skip" the month, the customer is charged anyway. Members receive credit towards future purchases if they forget. A 2015 investigation of the parent company, JustFab, by Buzzfeed found 1,400 Better Business Bureau complaints against JustFab in just over three years. The German law firm Lenné claims the behavior is "improper" ("sittenwidrig") according to German law. The lawyers report that Fablectics cancelled the membership of a customer after being requested to do so by the law firm, refunded the money and paid the lawyer's fees. More recently, however, the company updated the manner in which its VIP Membership program was disclosed and made it easier to cancel a membership.