Kate Hudson’s Successful Leadership of Fabletics

Celebrity driven brands are a dime a dozen and many represent licensing arrangements rather than honest to goodness celebrity involvement. The athleisure brand Fabletics is one of the celebrity-helmed companies with a famous face that is actually performing the duties of a CEO. The co-founder of this popular brand continues to be involved in the day-to-day running of the company and has shared some of the knowledge that she gleaned in a recent article published by CNBC.com in April of this year.

 

The reverse showroom model has proved very effective for the brand and now in addition to the online subscription service that they offer, the brand will continue to expand its number of stores. By offering its customers the ability to browse products both online and in real life, Fabletics keeps its members engaged.

 

The actress/entrepreneur explains that the birth of Fabletics came with the realization that many Americans are concerned with their health and that there was a gap in the availability of reasonably priced workout wear that was stylish. She set about to fill this gap with gear that is cute and stylish while also holding up to frequent washings and rigorous workouts.

 

Once Hudson decided to pursue this venture, there was no stopping her. She sites marketing opportunities that are acted upon with a nimble business process as one of the keys to the brand’s huge success. This is coupled with the importance that big data plays in the ongoing modifications that are made to the business model. All this happens under the watchful eye of the co-founder who has maintained a very keen eye on all of the business’ operations, even reviewing sales figures on a weekly basis at a minimum.

 

Hudson draws a lot of inspiration from her mother, fellow actress Goldie Hawn. It is through their relationship that Kate is innovating and keeping her products fresh. This venture is a truly meaningful and successful endeavor for Hudson and as Fabletics continues to grow in both size and scope, she looks forward to keeping her customers engaged and happy with the Fabletics brand. In fact, she has worked with the Fabletics team to create an online quiz that helps customers determine which of the many Fabletics products are the best for them based on their lifestyle and fashion tastes. Take the quiz today to see what great Fabletics gear is best for you!


How Kate Hudson’s Fabletics Is Outperforming Amazon

In just four short years, movie star Kate Hudson has managed to turn her athletic apparel company Fabletics into a fashion business phenomenon. The company is currently valued at over $250 million and outperforms online retail giant Amazon’s fashion department.

 

Hudson launched Fabletics during the rise of the “athleisure” trend that incorporates workout apparel into everyday wear. For years before Hudson created Fabletics, she could be seen on her Instagram account wearing fashionable sports bras and leggings.

 

The Fabletics website offers hundreds of workout and athleisure apparel items. In addition to workout staples like supportive sports bras, leggings and jogger pants, shoppers can also browse through hundreds of everyday tank tops, dresses and jackets made of breathable, sweat-resistant fabrics. Like all online retail websites, the Fabletics website allows customers to add items to their shopping cart and check out.

 

However, Fabletics makes most of its revenue from its subscription service feature that allows customers to become VIP members. This membership program sends a full workout outfit to the subscriber’s door each month for a monthly fee of $49.95. The first outfit is half the price and the shipping is always free. Subscribers may opt out of the program at any time.

 

Fabletics selects the outfit for the subscriber based on a survey that subscribers take upon signing up. This survey asks the subscriber questions about their personal fashion style as well as the types of workouts that they like to do. VIP members love the convenience of letting Fabletics select the outfit for them.

 

When Joanie and Heather, the bloggers behind akrazycouponlady.com, signed up for the program, it was because they found the deal too hard to resist. As workout fanatics, they loved the idea of receiving a workout outfit each month for such an affordable price. When their first outfits arrived, they were very happy with the quality of Fabletics clothing.

 

To add to the company’s success, Hudson launched several “reverse showrooms” in the form of physical stores. While many physical stores are suffering because of the consumer shift to online retail, Fabletics stores help bring the company more revenue by encouraging customers to sign up for the VIP program. About 25 percent of customers who walk into a Fabletics store become VIP members. When customers try on a Fabletics clothing item, that item appears in the customer’s online shopping cart.

 

Thanks to Hudson’s innovative strategies, the company continues to grow. Hudson will be launching several more brick-and-mortar stores over the next several years.