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Marketing and Reaching Out To Fulfill a Need With Fabletics

Entrepreneurs always have to think about a way to market their business in any industry that they are going to be involved in. This is especially the case with fashion. However, one does not want to get arbitrary with their marketing. They might want to look into ways that they can most effectively reach their audience and encourage them to shop at their store. This involves coming up with a marketing campaign that speaks to people the most. For instance, there are tons of groups and people that are being largely ignored in the fashion industry. There are also plenty of complaints about the fashion industry that are going mostly ignored.

 

Kate Hudson has done just that with her line of clothing called Fabletics. At first, she has seen something about the fashion industry that she has found to be lacking. Afterwards, she has looked at what other areas that the fashion industry is lacking. Among the things that she has found is that the active wear section is very limited in style and that the clothes that are offered do not fit as well. Given that women are more aware of how fashion can affect them, they are more eager to find clothes that fit well and are very stylish. It is not unreasonable to request stylish clothes for Fabletics so that women can be more inspired when they are working out.

 

Another issue that Kate Hudson has seen in the fashion industry is that the clothes that are offered are not all that durable. Women often have to deal with the issue of their clothes falling apart almost immediately when they wear them. One would think that if they spend hundreds of dollars, they would get longer lasting clothes, but this is not always the case. Fabletics makes sure that the material used for the clothing is good enough for lengthy periods of time.

 

Other issues in the fashion industry that Kate Hudson has handled was sizing. The best thing she has done was also make announcements to her audience about anything related to size and fashion in general.

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How Fabletics Took Over The World Of Athletic Apparel

When actress Kate Hudson launched Fabletics in 2013, many people assumed that the brand was simply a startup company with a celebrity spokesperson attached. However, tens of millions of dollars later, it’s clear that the talented Kate Hudson was also born to be an entrepreneur.

 

As the CEO and founder of Fabletics, her athletic apparel brand, Hudson has developed several bold strategies to further the company’s success over the last four years. From the brand’s unique subscription service model to her innovative take on brick-and-mortar stores, it’s clear that Fabletics isn’t going anywhere anytime soon. Now that the brand is outselling Amazon in the workout apparel department, more and more business moguls are taking notice of Hudson’s fresh yet sharp approach to running a fashion business.

 

Aside from developing impressive business strategies, Fabletics is also highly successful because of its products. Launched at a time when the athleisure trend was just beginning to take over the fashion industry, Hudson stocked her online store with an endless amount of casual chic workout apparel items like printed leggings, slouchy yet fashionable tank tops and jersey dresses made with sweat-resistant fabrics.

 

 

The Subscription Service Model

 

Customers who shop on the Fabletics website are urged to subscribe in order to become VIP members. As a VIP member, customers can receive a brand new workout outfit each month for a recurring fee of $49.95. Shipping is free.

 

The convenience of this model has attracted fitness enthusiasts around the world. Upon signing up, VIP members must first fill out a lifestyle quiz that tells Fabletics about what kind of items the customer likes best. Then, Fabletics selects the outfits out for the customer and ships it to their door.

 

Blogger Teri Hutcheon was enticed by the value of the membership program. Because the VIP membership program discounts each item, Hutcheon was able to get high-quality athletic apparel items for an incredibly affordable price. While most athletic apparel brands charge $50 for a pair of leggings, Fabletics VIP members receive a complete workout outfit for just about the same price.

 

 

Fabletics Stores

 

Over the last couple of years, Hudson has been opening up physical Fabletics stores that follow the reverse showroom strategy made famous by tech company Apple. Instead of relying on the physical stores for a portion of the company’s revenue, Fabletics uses these stores to drive traffic to the online store.

 

When a customer tries on a piece of Fabletics clothing, that item is placed in their online shopping cart. While they shop, employees educate them about the VIP membership program. Plus, the stores allow customers to see the clothes in person before signing up for the program.

 

As of now, about 35 percent of customers who have made a purchase in a Fabletics store are already VIP members. About 25 percent of customers who enter a Fabletics store who aren’t already members end up signing up before they walk out.

 

Thanks to the success of this strategy, Hudson is opening up more stores around the world over the next few years.

 

 

Sign Up

 

If you’re not already a VIP member, visit fabletics.com to take the lifestyle quiz and start getting complete workout outfits in the mail each month.

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