Fabletics – Taking on Amazon

Building a successful fashion brand in a world were Amazon controls twenty percent of the market in a very tall order. However, that is exactly what Kate Hudson’s Fabletics did. It has grown into a two hundred fifty million dollar a year business in a short three years. Unlike other fashion companies Fabletics active ware products use a subscription system to sell there clothing. Customer experience, design and brand recognition are more important to customers know and days, and recognizing this is the first step in Flabletics success.


The Flabletics subscription model allows the company to provide custom serves and trendy fashion at a fraction of the cost. Fabletics uses reverse showrooming. Were browsing is a negative for other companies, Fabletics have turned it into a positive. There strategy allows them to build relationships and get to know the local markets better. Because of this thirty to fifty percent of those that enter the store are already members and an addition twenty five percent sign up at the store. Using online local data, store will stock products that appeal to there customers and change them when needed. Growth is also a factor of providing a great product at great prices. The fabletics model seems to be very much the success.


Founded in Twenty thirteen, Fabletics as been from its inception a fashion forward athleisure brand designed to be empowering. TechStyle Fashion Group, Don Ressler and Adam Goldenberg wanted to change the fashion world, but needed the right partner. Kate Hudson was it. Kate represented what Fabletics is, she is approachable with an active lifestyle. She was a perfect fit. She is very much involved in every aspect of the company from budgets to social media strategies. Kate is one of the few celebrities that actually uses the products that they endorse. I doubt you will see LeBron James driving a Kia. Kate will never do anything that is not authentic.


The company didn’t have a perfect start with unexpected product delays. Other celebrities like Cher attacking Kate on social media. With some of the bad press Kate spearhead the new customer service department and new data systems. In only eighteen months the company had a good rating at the better business bureau as well as a much improved customer satisfaction score. With twenty two retail stores and plans for dozens more the company looks to have a bright future. With all this success you would than that Kate would be content being a business woman, but she says she is an actress and artist through and through.

The Evolution of Fabletics

There are a ton of people that are interested in connecting with a whole new line of clothing options from Fabletics. This company is bringing forth new clothes every week, and this is exciting to people that like to shop for athletic clothes. Very few people have the desire to hit the gym and wear the same thing over and over again. This is why Fabletics is able to grow and expand. People like the fact that new clothes are always on the way, and there is definitely a large amount of opportunity for people to collect new garments that Fabletics brings to the table.


There are so many consumers out there that are trying to connect with this brand because it changes how they feel about working out. When people have access to athletic clothing that is fashionable and affordable they are more inclined to work out on a regular basis. This is what Kate Hudson is able to do for the athletic community. She actually gives people more confidence about getting in the gym. Hudson creates a brand that is adored by people that need leggings for yoga, and she also helps those people that are trying to acquire active wear for the workout process. Kate has been doing what it takes to make her brand of athletic clothing stand out from the competition like Amazon, Dick’s Sporting Goods and Sports Academy.


She has been able to really excel in the world of athletic clothing because she has no fear about doing something different. She was already in a world where she had created a successful business model so it was somewhat risky to bring clothing from a partnership with Demi Lovato into the mix. Still, Kate Hudson made a decision to do this, and it has been a successful undertaking thus far. Kate sees that things like this are going to push her brand forward.


She does not want to stop when she knows that there are so many opportunities that exist if she is only willing to take the risk and go forward with things of this nature. Kate has also taken the risk to bring forth a line of footwear to the Fabletics brand.


Again, this was something that was not part of the original Fabletics business model so it was risky to make an attempt to engage consumers into buying footwear from Fabletics. Many people already have their own favorites that they work out in when it comes to athletic shoes.


Kate Hudson realizes that providing footwear puts Fabletics into competition with an entirely different market. Companies like New Balance, Nike, Adidas and Reebok are all direct competitors when it comes to this type of product line.


Kate Hudson knows a lot about athletic clothing, and she is also taking the time to learn about athletic footwear as well. This may be the next big milestone for a Fabletics. It is definitely a great opportunity for the company to grow even more in e-commerce.