This was something that had to happen since Fabletics is always getting attention from everyone. Demi Lovato loves these clothes as she finds them cute. She is well aware that this is a company that is always inspiring women as it wants to empower them. Fabletics wants to make women much better than what they already are. Hence it is designing workout wear for women of all ages or sizes or body types. It wants that women must become strong. This is a brand that is focused on empowering women. For all these reasons, Demi loves about this company and likes to be associated with it.
The year 2013 saw the founding of the Fabletics brand. This is a fashion-oriented brand providing workout wear that is of high-quality, trendy and affordable too. Within such a short time, she along with her team has managed to make it into a $250 million company. It is an extraordinary feat since Kate Hudson is just an actress and has no business background with her.
The founders of Fabletics brand are the same who had founded the TechStyle Fashion Group. They are Don Ressler along with Adam Goldenberg. In 2013, they decided to launch this workout wear brand. This was because they realized that there was no quality or stylish workout wear available. All that was available was either in black or gray color for women. And everything was grossly overpriced.
They decided to change this. But they also required a partner at this time. This was when Kate Hudson was the first name that came to their mind. After all, she truly represents whatever this brand Fabletics stands out for. She is known to all as a warm as well as an approachable person. Besides, she is a highly active person too.
Kate Hudson has been deeply involved in this brand since day one. She is a part of all the nuances of this brand. Hence she looks into budget reviews, selecting the social media marketing strategy, and sales numbers and much more. She is involved in the designing process too. This is because she wants the styles to remain fresh all the time. She checks the sales figures daily. Hence she knows which clothes are selling and which do not. So she plans the next range accordingly. She knows what is selling and what people will be looking for next. So she stocks up her inventory accordingly. All this can be done by a person who is doing workouts and has an active lifestyle too.
This is exactly what Kate is known for. Several celebrities endorse products but never use them. This does not apply to Kate Hudson. She loves wearing as well as flaunting her Fabletics gear. This indicates that she is a firm believer in this brand. People can easily imagine her running around in these clothes.
As people get more and more fashion conscious, the world of fashion apparels is getting flooded with many different brands in the hope of capturing the growing the significant market share of the growing fashion industry. However, one “Athleisure” brand that is giving even a big and well-established company like Amazon a run for its money are Fabletics. Fabletics started its operations in the year 2013, and in just a short period, it has become a favorite among its health and fashion conscious target audience. The brand is backed by the fashion and fitness diva, Kate Hudson, who is one of the partners and founders of Fabletics. The popularity of Kate Hudson has helped Fabletics get the momentum in its marketing campaign it needed to enter the already tight and saturated market.
However, the right combination of strategic marketing model, the backing of a celebrity like Kate Hudson, and a unique collection of affordable and designed Athleisure products for women, helped Fabletics take on the fashion world by storm. Fabletics is currently doing an annual business of $250 million and considering it started just three years back; it is already one of the market leaders in its niche. One of the reasons why Fabletics has been able to scale such heights of success in a relatively short period is its strategy of using reverse showroom technique, popularity employed by Apple and Warby Parker earlier, and successfully so.
In the reverse engineering technique, Fabletics first started its business operations like any other e-commerce portal and used aggressive marketing campaigns to grab the market share. It helped the company to gain the momentum and build a loyal customer base. It’s easy, affordable and unique selling strategy through the VIP membership is also much loved by its clients, who can shop conveniently and affordably each month at a discounted price.
The customers just have to pay a monthly fee, and the products of their choosing are delivered to their doorstep each month. The customers can choose to skip any month they don’t feel like shopping, and they won’t be charged for their month. Once the Fabletics was able to garner good reviews from the target audience and build a loyal customer base, it opened stores nationwide at different strategic points. It helped the company to penetrate the market further and expand its customer base. As per the enterprise, it helped the new and potential clients to check out the products of Fabletics first-hand, and in most cases, they were converted to VIP members because of the perks it offers.
Fabletics personalize the entire shopping experience for its VIP customers, and for a very nominal fee. Kate Hudson and other founders of Fabletics wanted to offer high-quality products at an affordable price through an aspiring brand that the customers can relate to. And, Fabletics has established itself as just that brand today. Taking the Lifestyle Quiz at Fabletics helps the customers further to personalize the shopping experience, and makes it easier for them to choose from the selection that’s suitable for them.
First of all, what is Fabletics and how is it one of the most popular active-wear brands around? Fabletics is an e-commerce company with Kate Hudson as one of the heads at the helm. It works as a type of subscription program where customers who sign up for VIP status get deals on the high quality active clothing.
Their clothing is made out of high-quality materials to ensure that they are long-lasting, wearable, and comfortable. Fabletics also does a great job with their styles, offering consumers a variety of attractive active-wear that can be worn not only for sports or exercise, but other activities as well. Fabletics even includes a line of dresses that are as comfortable as they are attractive.
Fabletics is popular for being a company that is friendly and personable which allows customers to feel that they are taken care of and that their doubts and concerns will be addressed. Some people mistrust shopping online, but the way that Fabletics is designed makes sure that no one ends up under the bus.
How have Kate Hudson and the company become the successful e-store they are today and how did she take on Amazon? What techniques or methods have made Fabletics the success it?
One of the ways that Fabletics does it right is with their technique of “reverse showrooming.” What reverse showrooming is, essentially, in Fabletics is where they show their items online and have the majority of their sells online, where customers already feel a part of something and happily purchase with them.
Browsing for items online at a site where one knows that they can get good deals makes Fabletics a unique company that has given Amazon a run for its money. From the time they started out where they may have faced opposition to now when they are one of the top active-wear providers online, Fabletics is doing it right.
Whether they go into a store to buy or they purchase online, due to the excellent customer service provided by Fabletics and the easy-to-navigate membership, they don’t lose customers who only browse the cute outfits only to buy them somewhere else.
Kate Hudson has not only proven that she is a star actress with a personable personality and attractive features, but she is also a genius at what she does with Fabletics. More companies should sit up and take a paper out of her book.