Since 2013, movie star Kate Hudson has been demonstrating her fearless approach to fashion retail while running Fabletics, her athletic clothing brand geared toward fitness-obsessed women. The actress has implemented several clever marketing strategies that have shown her deep understanding of what the modern fashion consumer looks for in a brand.
Fabletics sells affordable yet highly fashionable workout gear for women who like to exercise in style. The company’s e-commerce website is stocked with countless styles of leggings, sports bras and cute, breathable workout tops. On Hudson’s Instagram, which has millions of followers, she can be seen modeling the newest Fabletics pieces herself.
What sets Fabletics apart from other athletic apparel brands is its highly innovative business model. Hudson jumped on the subscription service trend to create a personalized and heavily convenient method for purchasing workout clothes. Known as the VIP membership program, the subscription service feature on the Fabletics website allows customers to sign up in order to get a workout outfit sent to their home each month for a $49.95 monthly fee.
Fabletics personally picks out the workout outfit for each VIP member based on the answers that the customer filled out on a lifestyle quiz. This quiz gives the brand insight into each VIP member’s unique tastes.
Recently, Hudson developed yet another interesting strategy for the company. She opened up a few brick-and-mortar stores throughout the United States that act as reverse showrooms. This strategy uses physical stores to bring more revenue to the company’s website by encouraging shoppers to join the VIP membership program.
These physical Fabletics stores allow customers to develop relationships with Fabletics employees while giving them the opportunity to try Fabletics pieces on in person. These stores help customers build trust with the brand before they commit to the monthly membership fee. Fabletics has reported that over a quarter of store shoppers have joined the VIP membership program.
Hudson’s unique ability to develop highly successful strategies comes from her dedication to researching the athletic apparel market. Having studied the business models of other athletic apparel brands, Hudson has been able to give customers what they can’t get anywhere else. For instance, Fabletics stocks a wider variety of sizes than most athletic apparel brands. The clothes are also known for being extremely affordable.
Hudson continues to devote every day to coming up with new ways to market the brand. Valued at over $250 million, it’s clear the actress knows what she’s doing.
To start receiving a handpicked workout outfit in the mail each month, visit the Fabletics website and fill out the lifestyle quiz.