In 2013, JustFab Inc. Co-CEO Don Ressler and Adam Goldenberg teamed up with Kate Hudson to create a stylish and high-quality gear at price people could afford, something that was missing in the activewear marketplace. And thus, Fabletics was born. Fabletics is part of e-commerce powerhouse TechStyle Fashion Group, which revenues $250 million dollars, with a 43% sales increase in 2016. It’s not just another activewear company, Fabletics combines the athlete and leisure wear into one, now coined athleisure. By 2015, Fabletics shipped over one million orders worldwide. It was no mistake that success was in Kate Hudson’s mind. There were key strategies that reveal show she did it.
Kate saw that there was a growing trend particularly in Athleisure apparel, with over $44 billion being spent on activewear in 2016 according to research firm NDP Group. Many millennials were driving these numbers up because they preferred a healthier lifestyle with comfortable clothing even in the workplace. So all of Fabletics wear are made to be worn in the gym or out and about. Besides making activewear wearable even outside the gym, on CNBC, Kate shared her rules for success.
She first looked at the marketing opportunities in the fitness world and realised that most people try to live healthy lives and other struggle to do this. This led her to create items that inspired patterns and designs that were fun as well as fashionable so people would be excited to get out of the house. Kate is hands on when it comes to her business. She looks at the numbers every week and if certain products are not selling, she takes them off immediately. Hudson also gets active with her marketing, creating videos to share with her customers in order to drive sales. Her ability to make decisions is driven by data given via customers on her website. A technique that has shown results in the millions for Fabletics has been the reverse showroom technique, which is where you find the outfits you like, and find a cheaper price at a retail store nearby. With most companies, it’s the opposite, but Kate’s made this very profitable and users absolutely love it as well.
When first signing up, users take a short quiz, called the Lifestyle Quiz, to identify what is needed, and Fabletics team provides products tailored to that individual. If you have not taken the Quiz, I highly recommend it. You can find outfits that fit your active, or nonactive, lifestyle, and the website allows you to find outlets that are nearby that has the outfits you would most likely wear!
Kate’s ability to find inspiration and taking risks is a testament to the words that she lives by: “Live your passion. Life on Earth is very short, so focus on what matters most.” She states that if you “keep that perspective, you become fearless.”