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Activewear subscription brand Fabletics is looking to cover a new market — clothing for medical professionals.
In February, the company launched its first line of medical scrubs, which it calls “The World’s First Activewear Scrubs Collection.” The collection launched with 12 pieces for all genders, as well as the ability to customize with embroidery.
In addition to creating a style quiz potential customers can take to find the items that will suit them best, Fabletics focused on a community-oriented launch.
The brand pledged to donate 25,000 pairs of scrubs to medical professionals across the U.S. and has tapped company spokesperson Kevin Hart to help distribute scrubs to an organization in Philadelphia.
Why did an activewear brand start making medical scrubs?
The scrubs market is expected to be worth over $236 million by 2025, and Fabletics saw an opportunity to tap in.
Fabletics surveyed its two million subscribers (referred to as VIP members) and discovered 15% of them wore scrubs for work each day. Realizing there was demand from its existing group of customers for scrubs, the brand got to work.
During the development process, Fabletics got feedback and insights from over 6,500 professionals who wore scrubs to create the initial collection.
Since Fabletics announced the launch of the line on social media, feedback has been generally positive. Social media users have expressed excitement over being able to purchase scrubs from the brand, and have requested additional styles and colors.
Competitors in the direct-to-consumer scrubs market include FIGs and Jaanuu, both founded in 2013. The success of these brands showed clear demand for functional, fashion-forward scrubs.
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