Kate Hudson’s Fabletics has grown a successful, $250 million dollar business selling activewear in only three years. The brands are convenient, inspirational, and powerful with her success based on customer experience, service, exclusivity in design, brand recognition, and high value. There are currently sixteen stores with more openings scheduled for the future. Their membership model gives Fabletics the ability to offer trendy fashions and high value brands for approximately fifty percent of their competition.
One of the main reasons Fabletics has become so successful is their use of reverse showrooming. Where their competition allows customers to browse while offline and then make their purchases elsewhere at a lower price, Fabletics has taken the model and reversed it by turning negatives into positives. They take the time to build relationships and use activities and events to get to know their clients. Thirty to fifty percent of all individuals who walk through Fabletics doors have already become members. An additional 25 percent take out a membership while in the store. From online shopping to their retail locations Fabletics gives their customers what they want.
Fabletics has collaborated with the pop superstar Demi Lovato. She adores the clothes and loves the message they represent. The clothes empower and inspire women to be strong and at their very best. A woman’s age, shape or size become irrelevant because Fabletics makes them feel good regardless. Fabletics was founded in 2013 and has established a reputation as an empowering and inclusive athleisure brand. The idea came from the founders, Don Ressler, and Adam Goldenberg. They wanted to establish a brand that was priced reasonably and stylish.
The concept of Fabletics led the founders to Kate Hudson. She was approachable, living an active lifestyle, and did not take herself way too seriously. From the design process to the strategy for social media she quickly became an asset to the company. She makes certain the clothes remain fresh and knows what is selling well and what is not. Kate is just so easily pictured as going to the gym wearing Fabletics or running around town with her children. She also strongly believes in authenticity and if she does not truly believe in something she simply will not participate.
Fabletics had to surpass numerous hurdles when the company began despite a celebrity founder, experienced investors, and a fabulous idea. They have succeeded in their goals and established a company representing quality.
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