Fabletics – the athletic wear company co-founded by Kate Hudson – was only founded in the fall of 2013, but it’s already taking the workout world by storm. By January 2015 it had already shipped one million products to customers worldwide!
What has made Fabletics so successful in such a short period of time? There seem to be quite a few reasons. The timeless popularity of actress Kate Hudson has certainly helped. Hudson is instantly recognizable from her roles in beloved movies like Almost Famous (for which she won an Academy Award) and How to Lose a Guy in 10 Days. Stylish workout gear you actually want to wear is certainly becoming more popular, and Fabletics is leading the charge with bright colors and adorable patterns. Offering pieces in a wide variety of both sizes and styles this company is able to appear to a broad audience. Another factor in it’s success is the “reverse showroom” approach utilized by the company. This method appeals to a tech-savvy customer who may not have time to trek to a more traditional mall or brick-and-mortar store. Fabletics also promotes a VIP program which functions similar to a subscription box. If you join this program you get your first outfit at an introductory price of $29.95; every subsequent month after that your credit card will be charged $49.95. This price will add a credit to your account Fabletics account, which you can redeem for a new outfit. If you choose to skip a month you can do so as long as you notify them by the 5th of each month. VIP members are also offered incentive prices on additional outfits.
Fabletics seems to be hitting it’s stride with nine digit sales figures, a men’s line (FL2), and an extremely popular spokeswoman. It has an image of a female-positive company that celebrates women in all shapes and sizes. With a web presence that would make most start-ups jealous their potential for expansion is unlimited. Their motto is “Live Your Passion” and it looks like they’ll be helping consumers to do that for many years to come!