Fabletics: Athleisure Done Right

Best known for offering a line of clothes fit to workout in, but also truly comfortable and fashionable enough to live your daily life in, Kate Hudson’s Fabletics caters to a whole new market, drawing customers in with a subscription membership that creates a sense of community and personalization.

 

In November, Forbes magazine notes how successful Kate Hudson’s Fabletics has been in appealing to the modern consumer. The brand has grown over two years to achieve $250 million, an amazing accomplishment when it’s difficult to get consumers to commit to clothing online. Fabletics reports that being a ‘high value brand’ being paired with reoccurring and high customer value, allows them to cater to their clients. The average shopper browses online for what they are looking for, and then goes in person to make the final purchase. Fabletics takes this and encourages ‘reverse showrooming’ which really allows the customer to take control. Instead of browsing online and purchasing in store, people can now visit physical stores where the data of what they tried on is saved in their shopping cart online. This ideal encourages not scouting out for one item, but thoroughly enjoying and noting multiple new finds, and this is great for recurring customers. With over 22 stores (and more to come), Fabletics memberships continue to soar.

 

Just this past June, Forbes also took a look at the expanding greatness of Fabletics and how Kate Hudson, with no business background, created a major company that appealed to to those who wanted more than neon or grey, and offered quality without breaking the bank. Kate Hudson has been very involved with her brand, caring greatly about quality and content. Forbes reported “She continues to be extremely involved in the design process and works closely with the team to ensure that the styles stay fresh. She looks at the sales numbers every week and knows exactly which clothes are selling and which aren’t.” Her commitment to her customers (and fashion), paired with her business model explains her success.

 

If you’re interested in Fabletics, be sure to take the Lifestyle Quiz found on their website (https://www.fabletics.com/get-started) to help you find some personalized athleisure wear.

 

Citation:

https://www.forbes.com/sites/tomward/2017/06/06/kate-hudson-from-almost-famous-to-fabletics-greatness/#68aa4bbd60e5

https://www.forbes.com/sites/capitalone/2017/12/08/decorating-with-tech/#295c0d40143c