Even for a fashion icon like Kate Hudson, succeeding in the fashion industry isn’t easy. It wasn’t having to come with brilliant fashion designs that made it hard. It was trying to thrive in an industry where Amazon controls 20 percent of the e-commerce market. Yet, that’s exactly what Kate Hudson’s Fabletics has done.
For the past three years, Kate Hudson has grown Fabletics into a $250 million company. Unlike other big-name fashion brands, Fabletics uses a subscription mechanic. The company’s premise was combining stylish fashion with convenience and membership features. It was also important to Kate that every Fabletics product inspires.
Fabletics also found ways to deal with the ever-changing economy of fashion. In the past, companies needed to have great products at fair prices. These days, designers have incredibly expensive products that are promoted as high-quality. The modern consumer doesn’t really care about whether a product is actually worth the money.
Today, consumers are all about the extra mile companies are willing to go for them. That’s why so many people complain about high prices; they’re paying attention to other aspects of brands. That’s not the case with Fabletics. Fabletics made sure to make price a feature people paid attention to.
With so much e-commerce success, it was only a matter of time before Fabletics entered the physical world. Currently, the brand has 16 stores nationwide but plans on adding more. Unlike other companies, Fabletics isn’t affected by offline browsing – online shopping. That’s because of a special strategy every Fabletics store uses.
Instead of following the traditional pop-up store route, Fabletics uses special events to form relationships with local members. This allows every store to stock its shelves with items that local members are most likely to purchase; making every member feel important.
All the non-sponsored reviews about Fabletics are a true testament to Kate Hudson’s brilliance. According to one reviewer, Fabletics has leggings that can rival leggings from Lululemon. She was actually surprised by that. She didn’t expect that a pair of $60 leggings could compare to a pair of $90 leggings.
Even more impressive is the variety of styles on Fabletics. All the various styles are what really amazed her. In her opinion, it would be impossible for someone not to find something they like on Fabletics.