Fabletics is not your average athleisure brand. It is a monthly subscription that offers not only convenience but personalized service as well. Fabletics has made a name for itself in a market largely dominated but companies such as Amazon and it’s continuing to grow at a gradual pace.
Instead of expanding rapidly like so many new companies do, Fabletics decided to take it slow and to really get to know their customers before expanding further, Their Lifestyle Quiz helps the company to get to know their customers better, and they encourage new members to fill it out when they join. It not only gives Fabletics a good idea of what their customers want but it also gives their customers a very personalized experience. They have also utilized the “reverse showrooming” technique. Instead of having potential customers browsing their product and then buying it at a lower price elsewhere, they offer the best price and unique athleisure wear. This has resulted in customers shopping in-store with another 25 percent joining the Fabletics club.
Kate Hudson may not have schooling in business, but she is a pro at designing the collections for Fabletics. She is also the perfect advocate for the company and its collections since she leads a very active lifestyle and even wears her own designs.
Celebrities such as Demi Lovato love the brand because it is not just about trendy athleisure wear, but Fabletics advocates a healthy lifestyle, feeling great in your body, and being empowered no matter what body type you may have. It’s all about embracing what you have and feeling confident in your skin.
Fabletics was founded in 2013 and has grown to become worth over $250 million. Kate Hudson’s approachable nature has made her a great business partner for Don Ressler and Adam Goldenberg, founders of TechStyle Fashion Group. Kate has stayed very involved in the company and contributes a lot of her time ensuring that her company offers what her customers want and need. She oversees the design process and makes sure that what is popular stays and what isn’t is pulled from the collection. Kate is authentic and very involved because she cares and loved her company. The company is very selective and has high standards to ensure that their clothing lines are satisfactory and will last the normal daily wear of their customers. They have climbed to the top for good reason.