In today’s e-commerce market, there is a shift in consumer perspective to focus on things like customer service and social consciousness, rather than the mentality that the more you pay for an item, the better it must be. Fabletics, actress Kate Hudson’s athletic wear company, have disrupted the ‘activewear’ market with creative and personal marketing. The company has created an army of members that are loyal to the brand. Each month over one million women receive monthly outfits from Fabletics – all delivered right to their doors.
The company was founded under parent company TechStyle Group. TechStyle is a veteran in e-commerce sites that deal with women’s clothing, home goods and accessories. When Fabletics was founded, TechStyle knew that Kate Hudson was the perfect choice – if not the only choice – to co-found the athletic wear company.
Fabletics thrives on utilizing the reverse showrooming technique. This technique is becoming more popular now after the success of Fabletics. However, when the company launched it was a disruptive business style. Businesses that rely on physical locations are getting crushed in an age when most everything can be found cheaper online. The overhead cost of a physical location is staggering, leading to higher prices for items sold inside. Because Fabletics utilizes reverse showrooming, they are able to offer a higher quality of items at a lower cost than competitors that rely on brick-and-mortar locations. Fabletics is able to offer quality equal to competitors at around half the cost. This also allows the company to offer a higher level of customer service due to lower overhead. This creates not only more purchases, but a team of loyal fans that will serve as a referral source (free marketing).
Kate Hudson’s Role with Fabletics
When Kate Hudson first began working with Fabletics, she did it as so much more than a spokeswoman. She worked in nearly every area of the development of the company. From social media strategy to selecting product inventory, she is one of the founders, and leaders of the business. Kate Hudson has said several times that it is against her philosophy to be the fact of a company she doesn’t personally believe in and support. As you can tell in her many social media posts, Kate wears Fabletics clothing on a near-daily basis.
To take the Fabletics lifestyle quiz, simply visit the website. After answering a few short questions you will see you personal Fabletics showroom.