In just 5 short years, Kate Hudson’s Fabletics has found success in the crowded athleisure world by going against the grain. Since it’s start in 2013, Fabletics has used the face of Kate Hudson to promote the brand while instilling a membership model to personalize service and offer on-trend athleisure wear – at half the price of their competitors.
The success of Fabletics can largely be accredited to the reverse showman technique, a business tactic not typically used by retail companies. To gain membership to the Fabletics member program, customers are required to take a Lifestyle Quiz. The results offer personalized outfits immediately available for purchase and also allows for Fabletics to gain insight into their members. The membership program also generates opportunities for online shoppers to later become retail shoppers, while providing the business with information on popular inventory. While their competitors may lose money to “showrooming”, with consumers browsing online and buying elsewhere, Fabletics has the ability to learn the local markets before launching a brick and mortar store. Futhermore, Fabletics does not give credence to retail purchases, instead viewing it as another component to their online service. Any article of clothing that is tried on in the store is put into their shopping cart online and may be purchased later. Leveraging both online and retail stores has given them an edge against larger competitors like Amazon, where e-commerce is the only method of sale.
Fabletics fresh take on showrooming isn’t the only reason for the start up’s rise. Making Kate Hudson a partner and the face of Fabletics was a winning strategy for the experienced investors. Kate’s charm and athleticism seemed a natural fit for the brand, while her insight into activewear has proven instrumental in the growth of the company. As a founder and business woman, Kate has played an active role from the start, launching herself wholeheartedly into the retail business world. Not only she is the face of social media and advertising campaigns, but she’s heavily involved in the behind the scenes work of strategizing and budgeting. Her authenticity and belief in the product are useful in promoting the membership program and unique Lifestyle Quiz, which is useful in allowing customers to find the perfect gear for their workouts and lifestyle.