Kate Hudson is achieving what seemed to be the impossible. Known for her fashion style and acting talents, Kate Hudson has added successful businesswoman to her resume. Her brand, Fabletics, is one of the most popular fashion brands in the world. Within the company’s first three years, she’d grown a $250 million business.
Fabletics was an idea born from a need for affordable workout attire that was also fashionable. A lot of companies make workout attire, but it’s usually very bland and expensive. Fabletics is the first brand to focus on fashion as much as producing quality products. It also uses a subscription mechanic that it uses to the consumers’ benefits.
Fabletics is one of the most consumer-focused fashion brands in the world now. Nearly everything piece of information Fabletics collects goes toward bettering customer satisfaction. The brand even goes so far as to handpick items for members every month. Fabletics has every new member fill out a fashion and workout questionnaire, which is used to predict what outfits to best select for that member.
Fabletics is pushing far beyond what high-value brands have historically done. In the past, high-value brands just had good prices and quality goods and services. As the current economy has shifted, consumers want more from the favorite brands. Fabletics focuses on staying in its members’ good graces.
After experiencing years of success in the e-commerce market, Fabletics is beginning to experience success with physical stores. As more physical stores open, Fabletics learns more about local markets and how to conform itself to the shifting economy. Currently, Fabletics has 16 stores in places like Florida and California, but it plans on opening more stores by the end of next year. It’s even figured out a way to overcome the many pitfalls that befall other brands.
Part of Fabletic’s strategy is getting to know the local markets. Each store uses that specific results to better fill their shelves with items that local members are more likely to buy. That has allowed Fabletics to succeed in an industry where most fail.
One non-sponsored reviewer even noted that members don’t have to pay membership fees every month. Any month a member doesn’t buy something; they don’t have to pay monthly fees. That means they only pay for the months they’re going to buy something.