Fabletics grew on an 80%-off first order that becomes a membership.
A deep first-order discount, then a $69.95 monthly credit you can skip. Its 2.7 million VIP members bring in 95% of more than $1B in 2025 sales. Fabletics is part of TechStyle Fashion Group.
BLOOM10X did not work with Fabletics. This breakdown uses public sources only, linked below.
- 2013Founded in El Segundo, California
- 20242.4 million VIP members
- 2025Past $1B in sales, up 18%; 2.7 million VIPs
- Jan 2026114 US stores, aiming for 225–250
- Aug 2026About 20 new stores abroad planned in 12 months
- Oct 2026A Fabletics credit card for members
Membership money, on our math.
Five plays behind the growth.
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Show two prices on every product
Each product page lists a member price next to a non-member price. The Seamless Scrunch legging reads $18.98 for a new VIP and $94.95 for a non-member (fabletics.com, Nov 2026). The homepage table says members “save 20-50% off retail prices regularly.”
Copy this: if you run a loyalty tier or subscription, show its price beside full price on the product page, not only in the cart.
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Make the first order the hook, and cap it
The offer is 80% off everything for new VIPs, limited to two items, or two bottoms for $24. The Meta ads we read close on an “exclusive introductory offer” for a jacket, leggings or onesies (Meta Ad Library, Nov 2026).
Copy this: one big first-order offer with a hard item limit. The limit protects margin and keeps the offer simple to say in an ad.
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Bill a credit, not a box
After the first order, members are charged $69.95 on the 6th of each month for a Member Credit unless they skip between the 1st and 5th. Credits last 12 months and buy any item or outfit up to $100. An analyst puts recurring revenue at about $550M in 2025 (SGB Executive, Jan 2026).
Copy this: with a repeat-buying customer, test a paid membership that banks store credit. Spell out the charge and the skip date before checkout.
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Rotate famous collaborators
The quiz offers “Khloé Kardashian” as a category, and her partnership ad (“Shop my Fabletics collection now”) has run since Jul 30, 2026. The YouTube channel adds Kevin Hart, Ja’Marr Chase, Keke Palmer and Lizzo drops in the past four months.
Copy this: one creator capsule a quarter, run as partnership ads from the creator’s handle, priced at the member rate.
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Open stores where members live
Stores are 23% of revenue and grew same-store sales 15% in 2025, after 19% and 11% (SGB Executive). The plan: 25 more US stores and about 20 abroad in 12 months (Fabletics, Aug 2026).
Copy this: map orders by zip code and test a pop-up where repeat buyers cluster before signing a lease.
Four screens before the first legging.
A new visitor’s path
Where revenue comes from
One button for members, a grey one for everyone else.
The Seamless Scrunch High-Waisted Legging on a phone. We removed the product photos. Tap a number to see what each part does.
- 1The frame is set first“Save big when you become a VIP! Prices below include new VIP discount.”
- 2Proof by volume4.6 stars on 6,075 reviews; further down, 96% would recommend it.
- 3The member price, in yellow80% off at $18.98, or two bottoms for $24.
- 4The anchor, in plain textNon-Member: $94.95.
- 5The loud button joins you up“Add to Bag & Claim VIP Offer,” in red.
- 6Terms under the button$69.95 a month for a Member Credit unless you skip between the 1st and the 5th; credits last 12 months.
- 7The quiet exitAn outlined “Non-Member Add To Bag - $94.95.”
- 8Price split lastKlarna in four payments, Afterpay over $30.
The same buy box as a wireframe
- 1Proof before priceThe review count sits right under the name.
- 2The deal is the defaultThe member price is the big number; full price is the footnote.
- 3A bundle that lifts the orderTwo for $24 makes the second pair $5.02 more than one at $18.98.
- 4An anchor that does the selling$94.95 makes $18.98 feel like a steal.
- 5Sign-up inside add-to-cartNo separate membership page to visit.
- 6The terms, stated onceCharge, skip window and credit expiry in one paragraph.
- 7A way out that costs 5xOne-time buyers pay $94.95.
- 8Risk answered at the bottom30-day returns and exchanges for US and Canada.
Our wireframe of fabletics.com/products/SEAMLESS-SCRUNCH-HIGH-WAISTED-LEGGING-LG2500577-0001 on Nov 10, 2026. Not a copy of their page.
Our math on the buy box
CRO lessons for a Shopify brand
- Put two prices on the product page. Member or subscribe price first, full price beside it. Conversion
- Make the bundle cheaper per unit, not just bigger. Two for $24 against one at $18.98 makes the second item nearly free. Raise average order value
- Write the renewal terms next to the button. Fabletics states the charge, skip window and expiry in one paragraph under it.
- Keep a quiet one-time option. It anchors the member price and serves buyers who won’t join.
Every ad ends on an introductory offer.
About 160 active US ads on the main Fabletics page on Nov 10, 2026, plus a separate Fabletics Men page. Pick one to see it.
“Back in stock!”
The bestselling Teddy jacket, a restock story and “this exclusive introductory offer.” The image carries the number: 80% off.
The headline line under it is just “Adds to cart ✓.”
“$19 holiday onesies”
A gift item at a gift price, live from September. “Sell out every year” does the urgency.
It brings in members through a product that isn’t activewear.
“Shop my Fabletics collection now.”
A partnership ad in the celebrity’s voice, live for more than three months. Its image is the member deal: “2 for $24 leggings, by Khloé.”
“With this exclusive intro offer.”
Even the selfie-style Black Friday video ends on the new-member offer rather than a sitewide sale.
Screenshots of active US ads in the Meta Ad Library, taken Nov 10, 2026. Faces left out where a person is the subject. Click an image to enlarge.
A new famous face every few weeks.
“Retail has become an increasingly important growth driver for our business.”
Read it with three caveats.
- Monthly charges draw complaints. A billing model you have to skip each month needs plain terms, easy online cancel and a support team. Check auto-renewal rules with your lawyer first.
- 80% off needs a big catalog. Credits only feel worth keeping if there is something new to spend them on each month.
- The numbers are second-hand. Revenue split and recurring revenue come from an analyst note on a private company, not filed accounts.
- What we’d change: the ads say “introductory offer” but not “membership.” We’d name the membership in the ad, so the buyer who joins knows what they joined.
Six moves for a $1M–$10M brand.
- Show the member or subscribe price next to full price on every product page. Conversion
- Build a bundle that makes the second item nearly free. Average order value guide
- Check a deep first-order offer against your margin before you run it. Margin calculator
- Work out what a member is worth over a year before you discount to get one. LTV calculator
- Email members before the skip date with what’s new to spend credit on. Retention
- Run creator capsules as partnership ads from the creator’s handle. Partnership ads guide
Where every number comes from.
- “Report: Fabletics Surpasses $1 Billion in Revenue, Focuses on Growth of VIP Membership,” SGB Executive, Jan 22, 2026 (from a Needham & Company note on the ICR conference, Jan 13, 2026). sgbonline.com
- “Fabletics Accelerates Global Growth Strategy with Plans to Open 20 New International Stores,” Fabletics press release, GlobeNewswire, Aug 12, 2026. globenewswire.com
- “How Fabletics Hit $1B and What’s Fueling Its Next Phase of Growth,” Retail Remix ep. 272, Retail TouchPoints, Feb 9, 2026. retailtouchpoints.com
- “Fabletics Launches Fabletics Reserve Credit Card... to Its More than 2.7 Million Members,” Fabletics press release, GlobeNewswire, Oct 1, 2026. globenewswire.com
- Fabletics, US homepage, quiz and membership terms, viewed Nov 10, 2026. fabletics.com
- Fabletics, Seamless Scrunch High-Waisted Legging product page, viewed Nov 10, 2026. fabletics.com/products
- Fabletics, official YouTube channel (@Fabletics), videos dated Sep 15 to Nov 7, 2026. youtube.com/@Fabletics
- Meta Ad Library, active US ads for the Fabletics page, viewed Nov 10, 2026. facebook.com/ads/library
