Kate Hudson is the co-founder and driving force behind the extremely popular Fabletics line of activewear. In a market where industry giant Amazon is dominating, Fabletics has managed to hold their own and continue to grow to become the top athleisure wear company on the market. Since the beginning a few short years ago, the company has managed to see figures exceeding $250 million and growing. They offer their customers a subscription service just like their parent company JustFab. Customers are allowed to select an article of clothing that is selected by a team of stylists every month based on the customer’s preferences. The subscription fee is $40 per month but can be waived if the customer logs into their account and opts to skip that month.
Flexibility and quality products are part of what has propelled the brand to become a household name. Another big part of the puzzle is their fresh marketing techniques and unique approach to reaching and connecting with the customer. In addition to all of their customer-oriented approaches, they have also incorporated what is known as the reverse showroom technique in order to give the customer all of the information they want regarding the products before they decide to make a purchase. The concept is for the e-commerce based company to also incorporate a brick and mortar option that carries the same merchandise, but without the deep discounts, that is offered online. The goal is to give the customer a way to touch the items and try them on before they actually commit to buying them. The hope is that they will see the high-quality products in person and then want to sign up for the subscription service in order to take advantage of the discounts.
Using the showroom technique is a great method to keep the customer feeling informed and also helps them to decide to sign up. This is one of the reasons that the company is able to compete with Amazon. Kate Hudson herself is another major reason why women feel compelled to connect with the brand. When the concept for the company was created, the owners of TechStyle wanted to incorporate a person into the brand’s image that embodied all of the things that Kate brings to the brand. She is not only active, but she is also down to earth and approachable. They knew they wanted to collaborate with her, and she gladly accepted. She went from making movies and television shows to creating some of the most sought-after athleisure products on the market today. She is fully immersed in the creation of the products too. She puts her creative suggestions into the mix to help design and create products that people really want to wear. Each item is designed to be stylish, durable, and comfortable. Kate believes her brand offers superior products that are comparable with higher priced brands. She is proud of the progress the company has made and hopes to continue creating excellent products for the public.