Fabletics is an activewear that’s growing in popularity every day. To start, Fabletics is a $250 million business that sells to over one million paying members in eight countries. It’s one of the most successful branches in the TechStyle Fashion Group juggernaut. It’s also successfully opened 18 retail stores in the U.S.
Co-founded by world-famous actress Kate Hudson, Fabletics is a direct reflection of her ideals. She watched other activewear brands launch in particular ways, but they skipped over a large audience she wanted to cater to. She wanted to open a brand that sold on-trend fashion at affordable prices that all women could love wearing.
When TechSytle executives approached her about co-launching Fabletics, she jumped at the opportunity. She wanted to use the Warby Parker e-commerce model and mix it with TechStyle’s personalized service. Once complete, she finished the combination off with her own fashion sense and passion for inspiring women.
The end result was an activewear brand dedicated to getting women to embrace a healthy lifestyle while making them look good at the same time. Recently, Hudson’s dream was fully realized when the brand announced its new plus-size lines. It took a little longer, but now, all women can look and feel beautiful with Fabletics.
Most people are surprised to discover that Kate Hudson actually works at Fabletics. She isn’t just selling her face and fame with a product she doesn’t know anything about. She shows up to the Fabletics office at least once a week to go over sales numbers.
She’s very hands-on, far more than people think. She personally looks over every sales number for every product. If a product isn’t selling as well as she thinks it should, it’s taken down immediately. She also spends time working with the advertising department.
Advertising in today’s world is a lot different from it used to be. Back then, companies just told people what they sold and how much it cost. These days, consumers have more power. It’s not easy to mislead a culture that uses online reviews as a regular factor in their decision-making process.
People don’t trust traditional advertising anymore, so they rely on reviews written by fellow shoppers. Online reviews offer more honest opinions about products and services. In fact, most people trust these reviews as much as personal recommendations.