What sets successful businesses apart from others? For Kate Hudson’s athleisure brand Fabletics, it is keen insight into the industry and consumer trends. Fabletics doesn’t rely on luck in order to find success, but actively combats detrimental trends in the fashion industry. One trend that negatively affects business is the showroom effect, where people try clothes on in store and then find something cheaper online. Fabletics was proactive and launched as a web-based brand with competitive pricing to counteract that tendency right off the bat. This reverse showrooming occurs even in Fabletics’ brick-and-mortar stores, since fashionable items are available at affordable prices. It doesn’t matter whether consumers purchase Fabletics’ gear online or in store. In fact, each customer has a personalized account that updates based on their purchases, clothes they try on in stores, and an initial questionnaire determining their tastes when they first join Fabletics.
Fabletics uses big technology to meet the needs of their customers. Hudson uses this technology to track trends closely, pulling items that are slow movers and releasing new clothing selections every month. The technology Fabletics uses can even help to predict future trends. Since it’s launch in 2013, Fabletics has kept things fresh and sought to inspire consumers to reach their fitness goals. Some changes they’ve made have included adding dresses and swimsuits, launching a men’s clothing line, and adding plus sized clothes to their line-up. They compete with other athleisure lines like Lululemon by offering trendy and desirable styles at prices that most consumers can afford without sacrificing quality.
Hudson’s partnership with Fabletics isn’t just business. She is passionate about the brand, and how it filled a major hole in the athleisure market. Millennials are health-conscious and athleisure is the product of a trend in today’s society to live a healthy lifestyle. Clothes that can be worn around town or in the gym reflects society’s desire to live healthy. Although Fabletics has several brick-and-mortar stores now, it is still primarily web-based. However, that doesn’t mean that it can’t be personal. Hudson displays her own outfit picks on the website, and appears in down-to-earth commercials promoting the clothing line. She even planned and shot one of the commercials herself on her iphone.
With new outfits being released constantly, there is no time like the present to check out Fabletics’ website and find out what Fabletics recommends for you. Take the Lifestyle Quiz here in order to receive recommendations based on your personality and preferences.
Win a surprise for your squad! Post pictures of you and your squad using #FableticsSquad & #Contest in the caption for a chance to win the ultimate squad surprise ?????????? US only. 1 winner and up to 4 friends will be chosen and notified via DM every Tuesday. See official rules ?? http://bit.ly/FableticsSquad