Fashion is the hardest industry to thrive in; mainly because it’s dominated by countless powerhouses. That makes it increasingly difficult for anyone to build up a new company. Yet, that’s exactly what Kate Hudson accomplished when she co-founded Fabletics. To date, Fabletics is a $250 million business with 1.2 million members.
It’s easy to say that Hudson was so successful because she’s Golden Globe-winning actress, but it’s not that simple. Even though her fame certainly played a part, much of Fabletic’s success is due to Hudson’s e-commerce model. She wanted to create affordable athleisure outfits that inspire every woman, regardless of size, body shape, age, ability, or personal style.
Recently, Fabletics took another big step toward completing Hudson’s goal: expanding into plus sizes. Her problem with other brands wasn’t that they were creating products for plus-size women. It’s that other brands were charging up to $250 for a pair of yoga pants.
The motivation behind Hudson’s strategy is getting people to a healthier place. She doesn’t really believe in trying to make people healthy overnight. She wants to start with the clothes they wear. If a woman feels good about herself, she’s more likely to take that first step toward working out on a regular basis.
Hudson’s work doesn’t stop at identifying the company’s target market. She’s very hands-on with nearly every decision the company makes. She even spends time looking over sales numbers on a regular basis. She believes that business doesn’t mean being creative. Last year, she shot her own commercial with her phone, as a way of displaying her commitment to the brand and being creative.
The more corporate side of Fabletics is their consistent use of data. Every Fabletics member begins their membership by taking a short quiz, which provides Fabletics with invaluable information they use to determine price and product inventory. Fabletics even offers a free quiz for non-members to see what products they might like.
For most companies, there’s always a fear of the non-sponsored reviewers might say about their products. To Fabletics, these reviewers offer invaluable information. One of the most recognized reviewers has been getting a lot of attention for her full review of the brand. What’s most shocking is her surprise at the quality of Fabletics.