Adding Spice to Fitness the Fabletics way
For many, when the Hollywood acting role calls, they never look back at into other ventures they could pursue. Hollywood is a dream and for Kate Hudson, it was definitely one. However, she did not stop at the point of having dozens of films and a Golden Globe under her belt.
Kate owns Fabletics which she launched in 2013. She has leveraged on her name to move the brand from a mere start-up to a multi-million ‘ athleisure’ brand. She joins the line of some of the Hollywood greats who have gone ahead to start their own brands and become their own brand ambassadors.
The company aims to provide women of all body sizes with high-quality, comfortable and attractive workout clothes. These clothes can then become part of everyday wear.
The company also works on a membership model that allows them to personalize their brand to its users. By being VIP members, the customers receive massive discounts on the company’s costly products. This, therefore, ensures a big and regular customer base that has propelled the brand to prosperity. They also tap into the current worldwide campaigns that promote healthy eating and exercise. Their selling point is however on offering comfortable and stylish products that can be worn in the gym or outdoors.
The company has grown by over 200 % and now has 18 retailers. They also have a membership of more than 1.2 million people across 8 countries. It recently posted a revenue of $250 million. Their venture into plus size products has also helped increase sales and tap a bigger audience.
Many would say that it is her name that made Fabletics a household name, but there is more than meets the eye.
Kate Hudson has always been a person who looks at things differently. Her hands-on approach to business has ensured that she carries the brand name everywhere she goes. She is also hands-on in the company operations and has hence helped steer the company to success. Her mother Goldie Hawn, who runs a foundation, the Hawn Foundation has been a great inspiration for her.
In a recent interview on why she started Fabletics, Kate states that “I wanted women to get excited about being active, and one way to do that is to make it easy, fun, and affordable. We wanted to create a model that would allow us to have a quality that’s comparable to (or better than) other brands but that’s also accessible so that it can reach more women.I also felt strongly that it should be inclusive so that women of any size, shape, age, or ability could feel great in the clothes”
Kate Hudson is very big on data. It is no wonder she also points the company’s success and brand loyalty to embracing customer reviews. These reviews have helped them create products that touch on customer expectations.
When signing up for a Fabletics account, customers are required to fill in a brief quiz. This is very important since the answers help the company identify the customer’s body size. It also helps Fabletics provide a more customized and personalized experience.