In a modern time when trends change and fashion collections quickly fizzle, Kate Hudson’s activewear line Fabletics has dominated. Hudson just opened six brick and mortar stores to coincide with the e-commerce site established back in 2013. Her dream was for clients to have the ability to see, and touch, and feel her product. She gushed just speaking about it. On a memorable encounter with fans:
Kate Hudson remains down to earth and connected to her fans, this fuels the creation of the Fabletics brand. She speaks directly to her fans on airplanes, in grocery stores, and just about any other environment she has the opportunity to trade thoughts and ideas. She gets a lot of inspiration this way! She says she “enjoys giving back to the girls and trusts that they dig it.”
Usually, when a woman walks into a retail store she is pressured into buying on the spot. This is a huge turn-off for modern consumers. Fabletics switched the traditional retail model by making the retail locations another part of the overall brand experience. Women are free to shop around and purchase at home if they like. It’s because of this reverse-showroom strategy that Fabletics remains on top. They experienced growth in excess of %200 in their first year and have proven themselves to be major competitors for big-timers like Amazon. Other retailers are quickly following their lead.
The brand journey is improved by crowdsourcing and engaging customers in personal shopping. Fabletics employs a fun style survey for each new member that creates a personal style profile. Having a personalized style profile is just like having a personal shopper! They even send you hand-picked outfits according to your taste at the beginning of each month.
When asked about how she stays motivated for fitness and what the meaning of the Fabletics brand is, she said, “when I feel strong I feel strong; mentally and physically. Fabletics is about altering your routines and simply wanting to be more active in your life in whatever capacity that is.”
Fabletics remains about comfort and convenience. When asked about the best way to wear workout gear outside the gym, Kate said she’s wearing it! Girls can wear the tops with jeans or wear the leggings with big sweaters when it gets cold. Fabletics is versatile and new designs come out to accommodate changing trends in autumn, winter, spring, and summer. All year-round, Kate’s got you covered!