A true child of Hollywood with Academy-award winning actress Goldie Hawn as her mother, Kate Hudson has been around the television and film scene her whole life. Hudson rose to mainstream fame with her breakthrough role as Penny Lane in the Cameron Crow film Almost Famous. With her background, Hudson surprised many by taking on the role of businesswoman and launching her athleisure brand Fabletics.
Fabletics started as the brainchild of Don Ressler and Adam Goldenberg, founders of the TechStyle Fashion Group. The pair noticed the lack of options in women’s workout clothing and felt a fashion-forward athleisure brand could be popular. The two knew that the brand would need a female partner in order to be successful. They reached out to Kate Hudson, who in their opinion epitomized the brand’s core values. She joined Ressler and Goldenberg not just as the face of Fabletics, but also as a business partner. She’s became fully involved with the business, advising the design process, reviewing weekly sales numbers, and developing the social media marketing strategy. Hudson committed to producing high quality products that she, herself, would use.
Fabletics is a fashion business built for the 21st century. The brand utilizes a membership business model and, following the recent shift in online consumer habits (84% of people make purchases based on customer reviews), enacts review-based marketing strategies. These tactics make Fabletics a competitor with bigger, more traditional retail brands.
Fabletics can attribute much of their success to the crowd power that’s been leveraged behind the brand. By committing to producing high quality products, the company believes that receiving positive reviews will lead to new customers. So far this principle seems to be working in the brand’s favor. Although Fabletics suffered setbacks in the beginning, such as scrapping their first order (worth $330k) because of bad quality, the review-based marketing methods have been lucrative. Since the brand’s launch in 2013, Fabletics has pulled in more than $235 million, grown by 200%, and have built their membership to over a million customers.
The company also likes to get to know their customers through collecting a massive amount of data. Fabletics uses multiple points of data collection through their social media to determine product design, quantities, and inventory. Another unique aspect to the company’s data collection is the ability to retain their customers’ personal preferences, allowing the brand to recommend products and match customers with outfits. A recent collaboration with pop singer Demi Lovato to create The Demi Lovato for Fabletics collection shows the company isn’t slowing down anytime soon and strives to continue innovating the consumer retail experience.
If you want to see what Fabletics gear fits you and your personal style, take the Lifestyle Quiz.
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