Fabletics Taking on the Competition Thanks to Kate Hudson

It can be hard to purchase clothing online. That’s because you’re unsure of how things fit since sizes are never universal when it comes to clothing companies. A size extra-small in one company can be a medium in another. That’s why buying clothes online worries a lot of people. They also are unsure of the quality, how much stretch something has, and more. Athletic-wear company Fabletics is trying to make it easier on everyone when it comes to trying out and purchasing their products.

 

Fabletics is a company that for the longest time was based entirely online. People would browse the website and decide what clothes they wanted to purchase. Fabletics had quite the selection too! They carry shirts, yoga pants, sports bras, and more. They have clothes to hit the gym in, run errands in, or take a class such as yoga in. There’s a style for everyone and for every different athletic activity. Fabletics is also very accommodating when it comes to sizes. They sell XXS all the way up to 3X. Their brand is very body-positive.

 

Fabletics also encourages consumers to take a Lifestyle Quiz so that they can be paired with clothes that best suits their body type and their needs! Someone who is running marathons will need more coverage than someone heading to yoga. Therefore the quiz determines what outfits are the best suited for someone. Fabletics is helping out, even more, to make sure people get the right size. They now have physical locations where people can essentially “try before they buy.” Consumers can stop in the shop, see how things fit, and then sign up for Fabletics subscription-based model which ensures they get the latest styles at discounted prices!

 

According to Forbes, Fabletics is taking on other retail giants who have been known for their workout clothes. That’s because Fabletics has new and trendy styles, deep discounts, and a positive social media presence.

 

The addition of brick and mortar stores is truly helping Fabletics to grow their brand. Kate Hudson is the other driving force behind that. She’s been an integral part of the company ever since she was brought aboard. Kate Hudson has a very positive social media presence and is always touting the brand! She can be seen wearing the latest Fabletics styles and they always look good on her. Hudson had quite the following from when she was an actress starring in films such as Almost Famous. Her bubbly personality made it easy for fans to latch onto her. According to Forbes, Kate and her team have grown their startup into a $250 million company.

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Fabletics, Clothes You Can Workout In Or Wear On The Street

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.”