Is Kate Hudson’s Fabletics Really Worth It?

There are so many fashion brands struggling to survive these days. The fashion industry has always been a difficult place to thrive, but modern shifts in the economy have made things even more difficult. To top it off, Amazon controls most of the fashion e-commerce market.

Somehow, Kate Hudson is doing the impossible. Her activewear brand, Fabletics, has grown into a $250 million business in the last three years. That’s surprising for a brand that uses a subscription mechanic to sell to customers. The company’s success stems from the subscription mechanic, allowing the brand to focus more on its customers.

Kate Hudson’s Fabletics is one of the most notable high-value brands in today’s market. The brand has the most consumer-focused business models in the industry. Everything about Fabletics focuses on last-mile service, customer experience, brand recognition, and exclusive designs; everything the modern consumer cares about.

After creating the most customer-focused brand, Fabletics began opening physical stores. All of Fabletic’s retail stores are strategically positioned for the best outcome. By the end of next year, Fabletics wants to add more stores to the 16 stores that are currently open in major cities across America.

Opening physical stores also has its challenges. Many companies that try to transition from the e-commerce market to local markets don’t survive. Most shoppers shop online, and they usually buy from the cheapest company or secondhand sites. The only time they visit a retail store is to browse for items they can buy online cheaper.

To combat that negative tendency, Fabletics instituted its own browsing strategy. Fabletics stores host event and other activities as a way to build relationships and get to know the local markets. That way, each store can stock its inventory with items that local members are more likely to purchase.

According to one non-sponsored reviewer, Fabletics is better than expected. She bought a pair of leggings and immediately noticed how comfortable they were. Her new leggings could easily rival her Lululemon Underwunders. The legging’s compression was great. The leggings are thick, holds their shape and compression, and still haven’t faded.

Her conclusion, she would recommend Fabletics to a friend. Fabletics has one of the largest varieties of styles and great pricing for its entire inventory. Anyone interested in Fabletics should definitely take the brand’s lifestyle quiz.

 

Fabletics: A Different Take on the Athleisure Brand

Ever since Fabletics was started in 2013 by Kate Hudson in partnership with TechStyle Fashion Group (previously JustFab Inc.) the brand has exploded. Fabletics tackles competitors by studying consumer shopping trends and paying attention to what customers are looking for. Noting the prevalence and affordability of online retailers, savvy customers take advantage of opportunities to look outside of their region for variety and affordability.

 

 

Changing shopping trends aren’t lost on Fabletics. Competing against giant online retailers like Amazon, Kate Hudson understands that staying relevant means going the extra mile to meet her customers’ expectations. While many brick and mortar stores might lose business when customers come in to try on new styles but then search online for better prices, Fabletics recognizes and avoids that trend. Fabletics retains customers by using the reverse showroom technique. They seamlessly merge their in-store and online business, creating accounts for each customer that updates their online preferences based on what they try on in a store. Fabletics avoids losing customers who try on clothes in store by offering competitively priced athletic wear online. This approach retains customers who would be lost to bigger and pricier athleisure brands.

 

 

Hudson works tirelessly to keep Fabletics relevant and relatable by continually expanding her business (Fabletics launched a men’s activewear line in 2015), and switching out inventory in order to keep the best selling products readily available. Hudson ensures the brand stays personal by displaying her own athletic wear picks on Fabletics’ website, and even releasing a commercial that included footage she shot from her iphone.

 

 

Hudson explained some tips behind her success to CNBC. She keeps an eye out for marketing opportunities, which is evident in the brand’s versatility and willingness to try new things. She also stays close to her company’s progress, always reviewing trends and cutting inventory that doesn’t sell.

 

 

Hudson also keeps pace with technology’s advantages by utilizing a brief quiz for new members to identify style. This quiz, in turn, keeps Fabletics athletic apparel relevant despite customers’ changing preferences. Not likely to lose perspective despite the constant changes in fashion, Hudson keeps inspired by her mother’s (Goldie Hawn) pursuit of philanthropy. She is confident and willing to take risks, which have obviously paid off for the successful brand.

 

 

Are you curious to see how your preferences effect Fabletics’ recommendations for you? Take the Lifestyle Quiz on Fabletics website to discover your picks.