When Kate Hudson announced the launch of her athleisure line Fabletics, there were already many well established competitor brands that seemed to have cornered the market on leisure athletic gear. So how has Kate set herself apart from the competition and grown Fabletics to a $250 million business in just three years? The answer to this question is multifaceted and includes high level customer service, exceptional products, and a dedicated brand ambassador who truly believes in her products.
Fabletics uses what is called a “reverse showrooming” technique. Showrooming is the concept of browsing for something in the store, then going home to complete the purchase from an online retailer at a cheaper cost. While showrooming has devastated many brick and mortar retail stores, Fabletics acknowledged the presence of showrooming and decided to incorporate a reverse showrooming technique into their business plan. This way, they encouraged customers to browse online before they buy. Additionally, Fabletics took note of the popularity of subscription services, and they jumped on the bandwagon offering customers an affordable way to have high quality stylish athleisure ware delivered to their homes.
Unlike traditional subscription services, Fabletics encourages customers to complete a lifestyle quiz to customize the perfect outfits for them. The quiz asks the customers favorite workout type, favorite place to work out, and favorite colors to name a few. Fabletics has gear for every body type and style you can imagine. The quiz is fun and easy, and only asks six short questions. It can be found at https://www.fabletics.com/get-started.
So how does brand ambassador Kate Hudson feel about her businesses’ skyrocketing success? The actress claims that she is “really proud” of her business and that she will continue to expand Fabletics. The company already has 18 brick and mortar stores and is ready to open up new stores while continuing to provide diverse, high quality products that allow women of all sizes to feel confident and proud of their bodies. Although Kate Hudson will continue to grow her brand, she is still an actress and mom first and foremost. Overall she expresses that “being an artist is where my heart is at.” Kate’s business partner’s admire her ability to always be true to her authentic self and as a testament to that, you can find Kate in LA, picking up her kids, grocery shopping, and of course, working out – all while in her Fabletics gear!