According to the Fabletics company website, www.

fabletics.com, JustFab Inc. co-CEOs Don Ressler and Adam Goldenberg launched Fabletics with Kate Hudson after they saw a gap in the activewear marketplace. There were plenty of luxury brands, but none that offered stylish and high-quality gear at an accessible price point. These three unstoppable innovators joined forces to create the Fabletics brand in 2013.

Fabletics, a division of Just-Fab, offers affordable, high-quality, and stylish workout clothes including yoga pants, leggings, joggers, tops, tees, and more for women and men at every fitness level. After being in business just a few short years, the company ranked number 98 in the Internet Retailer 2015 Top 500 Guide with revenues of $150 million. Although initially internet-based, Fabletics moved into brick-and-mortar retailing in 2015. It plans to open 75 to 100 stores by 2020.

1.Conduct research to learn more about Fabletics. Discuss how Fabletics is meeting customer needs through its value delivery network. What controversy surrounds the company?

2.What type of marketing channel is Fabletics using?

What is its distribution strategy? Did opening brickand-

mortar stores make sense for Fabletics? Explain.