Kate Hudson is a quadruple threat; Actress, Work-out fanatic, Author and Mom. In 2013, she took on the role of entrepreneur with the launch of Fabletics. She had always had her eye on the fashion world but maintains that it was important for her to create something meaningful that had a positive impact. It was only after years of searching for the right product that Fabletics was born. Fabletics is a fitness-wear brand whose foundation is a flexible membership model. Kate Hudson and her partners had seen a void in the athletic space; a lack of trendy yet affordable workout wear.
Growing a $250 million business in three years is not a mean feat, but somehow that is what Kate has managed to do. Fabletics uses a subscription mechanism to get customers to buy the clothes. It now boasts over one million members and allows the community to shop for hundreds of different styles monthly. It’s also planning to launch online workout classes and retreats as well as exclusive content that will empower and inspire women to get active. She launched the brand to give women of different shapes and sizes a platform to buy athletic apparel. The company was an instant hit and subscribers have grown at a steady rate.
One of the company’s reasons for success is the reverse showroom technique. This is a technique that allows the customer to first check out a product online then buy it in-store after they get to see it in person. Fabletics cleverly marries online and offline data by using data collected by the brand’s website and studying the trends and sales in specific regions. They can then stock each store with product that will perform well for that area.
How Fabletics works is much simpler than I expected. The first step is to take a quiz that informs the system and helps it to create personalized outfit recommendations suited just for you. You then shop your cart out from a variety of designs, colours and fit. You can then check out as a guest or VIP member (which of course comes with its many perks and discounts). It’s pretty straight forward and I like the option of shopping as a guest if I’m still testing the waters. Though in my opinion VIP makes sense. The quality is fantastic especially if you factor in the price paid. The material isn’t see-through (thank God!) and it holds its shape over time.