The Power Of Kate Hudson’s Fabletics
In a world where online retail is forcing physical stores everywhere to close their doors for good, Kate Hudson has found a way to use brick-and-mortar shops to her brand’s advantage. Fabletics, Hudson’s workout clothing brand that was launched as an online store in 2013, is currently worth over $150 million as the result of Hudson’s strong business instincts. The brand, which uses a unique subscription service business model, sells cute and stylish athletic apparel items for women who take their workout wardrobes seriously.
Kate Hudson, known for her work as an actress over the last couple of decades, launched her business less than five years ago and has already developed a reputation for being a bold and fearless businesswoman. As an avid workout enthusiast herself, Hudson had already had millions of followers on social media. When she initially launched the Fabletics brand, it was her star power that drove traffic to the brand’s website. Now, it’s her brilliant business strategies that are pushing Fabletics to the very top of the athletic apparel industry.
Fabletics follows the typical e-commerce model, allowing people to browse through categorized items and select the ones that they want by adding them to a shopping cart that’s integrated into the website. However, there’s another way to experience Fabletics that has made the company stand out. On the website, customers can become VIP members by subscribing to receive monthly workout outfits that are mailed to them. For just $49.95 per month, subscribers can choose from a variety of workout outfits selected just for them by Fabletics based on a lifestyle quiz that they fill out upon subscribing. If you haven’t yet, visit fabletics.com to fill out the lifestyle quiz and find out what Fabletics has in store for you.
Most Fabletics customers quickly join the VIP membership program thanks to the value that it offers. By paying a flat monthly fee, each item costs less than it would if they purchased it directly through the store’s shopping cart. For those who spend a considerable amount of money on workout gear each month, the savings are tremendous.
Blogger Teri Hutcheon has enjoyed being a VIP member for several years now. Each month, she receives a workout outfit that matches her style perfectly. She has been thrilled to see that each Fabletics item maintains its quality after many trips to the washer and drier. She also loves the fit of the items as they are built to complement the body.
The Next Step
The success of Fabletics has made it clear that online retail is taking over the world of consumerism. For that reason, many were surprised when Hudson announced that she was opening up physical Fabletics stores around the country a few years back. However, Hudson implemented a unique strategy known as the reverse showroom technique. This technique uses brick-and-mortar stores to act as showrooms, leading customers to the website and urging them to join the VIP membership program. As of now, over 25 percent of Fabletics shoppers leave the store as VIP members.
Thanks to the success of these physical stores, there are more Fabletics stores in the works that will be slowly launched over the next few years.