Hollywood star Kate Hudson has been proving herself as a brilliant entrepreneur by developing an endless stream of innovative strategies for her athletic apparel brand Fabletics. From the company’s unique subscription-based business model to the use of the reverse showroom technique, it’s apparent that Hudson is much more than a movie star.
The Beginning of Fabletics
In 2013, Hudson launched Fabletics, her workout apparel brand. A fan of cute workout gear herself, Hudson was inspired to create a brand known for its enormous variety of extremely high-quality and fashionable workout apparel. The brand is known for its enormous selection of stylish leggings, sports bras and other athleisure staples.
The company was launched as a subscription service. For a monthly cost of $49.95, customers can join the VIP membership program. This program provides customers with a full workout outfit each month. Fabletics selects the outfits for the members based on a lifestyle quiz that is taken upon signing up.
One Blogger’s Fabletics Experience
Teri Hutcheon, the lifestyle blogger behind afoodiestaysfit.com, joined the membership program because of how affordable it is. For $49.95, she could receive a complete workout outfit while most brands charge the same amount for a quality sports bra.
When Teri’s first Fabletics order arrived in the mail, the first thing that she noticed was the quality of the products. Fabletics uses high-tech materials to produce clothing items that are built to last.
The Launching of Fabletics Stores
To add to the brand’s success, Hudson opened up a few brick-and-mortar Fabletics stores a couple of years ago. Following in the footsteps of tech company Apple, these physical stores are reverse showrooms, designed to encourage shoppers to purchase products online.
Fabletics uses consumer data gathered from the website and the company’s social media accounts to stock the stores. Items that are trending on social media will be placed prominently in each store.
As of now, about 35 percent of customers who purchase items in a Fabletics store are already VIP members. Around 25 percent of shoppers become VIP members.
The success of the reverse showroom strategy has tremendously added to the company’s success. Currently, Hudson is planning to launch several more Fabletics stores throughout the United States as well as outside of the country.
Join Fabletics’ VIP Membership Program
If you love fashionable and functional workout apparel, take the lifestyle quiz today at fabletics.com.