In just three short years Kate Hudson has grown her athleisurewear brand Fabletics into a $250 million business that is revolutionizing the way we buy the gear that inspires and motivates us. The innovative sales strategy behind Fabletics rapid rise to the top is called reverse showrooming. Reverse showrooming describes a consumer’s desire to research items online and then purchase at a convenient store location.
Fabletics uses a subscription model and a lifestyle quiz to provide deeper insights and build stronger relationships with customers. This allows Fabletics to deliver more personalized products. Members enjoy an array of benefits that is unmatched in the industry. In addition to the customized selection of clothing, members receive the quality they demand at half the price of competitors.
What’s Kate’s take on the success of Fabletics? The success does not come as a surprise to her. Hudson say “I’m really proud of the things that I’m doing in business, which we’ll continue and expand.” She has been hands-on since the beginning, with a single goal of empowerment and inclusion for women. Fabletics announced that they will be opening more physical stores this year in addition to the sixteen that are currently open, which proves all of Kate’s hard work is paying off.
To support the goal of empowerment Fabletics relies on the numbers. According to Fabletics president Gregg Throgmarten “Data runs our business. It tells us what customers are responding to on social, the quantity of product we need to make, and the type of inventory that we’re going to design.” They also are in collaboration with pop superstar Demi Levato who said “The company is all about inspiring women, to be strong, and it doesn’t matter what shape, or size, or age. I love that.” These factors culminate in an authentic fashion-forward brand. Fabletic is a major player in a crowded marketplace. By remaining true to their mission of empowerment Fabletics will be come in first place and Fabletics members will be the true winners. Take a moment to complete the lifestyle quiz and find out for yourself what all the buzz is about!