Amazon has positioned itself as an online shopping giant, but Kate Hudson’s fashion brand Fabletics is poised to shake up Amazon’s status. It’s all due to the simple trick of “reverse showrooming.” The Fabletics membership model allows them to collect data about their customers: just take the Lifestyle Quiz to find custom product recommendations based on your workout habits. This is information that Fabletics can then transfer to a physical store setting: they know what to stock because of customer feedback. Because Fabletics is originally an online brand, they can use retail stores as just another way to reach members through hyper-local, market-aware format. Not only that, a customer’s in-store process of trying on and assessing clothing puts these options in their online shopping cart as well.
Kate Hudson’s acting career took off through her role as Penny Lane in the 2000 comedy-drama Almost Famous. Her background in acting made for a smooth transition into her next big role as co-founder of Fabletics. Hudson’s authentic and enthusiastic approach to all of her projects ensures that she has the same sincerity in steering Fabletic’s operations. Fabletics president Gregg Throgmartin describes the brand as “fanatical about quality.”
A big part of that quality comes from the aforementioned membership structure. Not only do they track the results of each Lifestyle Quiz, Fabletics also tracks what products are the most shared on social media so they can curate the perfect outfit every time. This data-driven approach makes for nimble production schedule that clocks in at just eight weeks.
It also doesn’t hurt that the brand has established partnerships with celebrities like Demi Lovato. Lovato says that she was inspired to create a line for Fabletics because of their shared values. She explains that they both believe in “empowering” women no matter their appearance or fitness goals. Plus, she loves cute clothes and that’s another big aspect of what makes Fabletics so popular. The brand combines fashion and function, a winning formula that makes their members look forward to each workout. Customer satisfaction is Fabletic’s number one priority, and they’ve been doing a, well, fab job at achieving that goal.
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