Strategies and Tips Used by Kate Hudson to Steer Fabletics into a $250 million Business

Fabletics has established itself as a leading brand in the fashion e-commerce market amidst industry powerhouses like Amazon, which controls 20% of the market. Thanks to Kate Hudson, Fabletics has grown in three years to become a $250 million business. Aside from likening themselves to Warby Parker and Apple, Fabletics’ positioning and strategy have proven to bear fruit.


Unlike earlier high-value brands that were distinguished by quality and price of their commodities, Fabletics has managed to adapt to the current shift in economics. This shift entails that the combination of quality and price of services and goods is inadequate to guarantee success. As a result, this situation has paved the way for other aspects such as customer experience, gamification elements, and exclusive design.


According to Gregg Throgmartin, Fabletics’ general manager, the secret is creating a reimagined and modern version of a high-value brand from the onset. He also recognized the brand’s model for allowing them to provide on-trend fashion and personalized service at half the price charged by the competitors.


Reverse Showrooming


Showrooming has resulted into the downfall of various brands. This model encompasses browsing offline but purchasing items at a lower price elsewhere. For this reason, Fabletics leverages the reserve version of Showrooming to achieve success. In fact, this strategy allows the brand to be relied on, acquaint itself better with the local markets through events and other activities and build relationships.


For Fabletics, reverse showrooming means that 30-50% of the customers who walk into Fabletics’ stores are already members while another 25% transform into members in the warehouse. In case a customer tries a piece of clothing on, it goes directly into his or her online shopping cart.


Fabletics’ Journey


Fabletics has grown from a local brand to an internationally recognized brand. Three years after it was founded, the firm has been known for empowering women to become strong irrespective of their size, shape, and age. According to Demi Lovato, Fabletics has cute clothes, and they firmly support and inspire women. Under the leadership of Kate, Fabletics has grown from a mere idea to a $250 million organization.


When TechStyle Fashion Group founders Adam Goldenberg and Don Ressler thought of an idea of starting an athleisure firm, they were faced with several challenges. At that time, stylish athleisure brands were overpriced. To succeed in that venture, they needed a partner with an active Lifestyle. Kate Hudson was the first name that flashed into their brains. Kate Hudson impact was noticed almost immediately. She devoted her time in designing, scrutinizing sales, budgeting, and social media marketing. With a mission to reduce the price of best products by half, the firm waited for six months before launching their first products. The patience was worth it. Today Fabletics offers best quality products and excellent customer care experience. As a result, today, Fabletics is top rated by the Better Business Bureau.


Different individuals have distinct tastes and preferences for workout outfits. For this reason, it is important to take up the Fabletics Lifestyle Quiz to allow the brand to match you up with personalized outfits

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