In its fourth year, Fabletics has managed to grow into a $250 million company thanks to a variety of fearless business strategies as well as a massive selection of high-quality workout garments. Founder Kate Hudson was a well-known movie actress before creating Fabletics, having earned a reputation for being a fitness enthusiast on social media before the brand was launched.
Of course, the rise of Fabletics is unsurprising when one takes into consideration Hudson’s work ethic and fearless approach to running a business. Having made a career as an actress unafraid of taking risky roles, it’s clear that Hudson’s ability to embrace challenges is behind the company’s success.
Now, the brand earns more in revenue each year than Amazon’s athletic apparel department. Part of the brand’s ability to outshine the competition has to do with the garments themselves. Fabletics athletic apparel items are highly fashionable and very well-made. The materials are sweat-resistant and can endure strenuous activities. Customers can shop from a wide variety of workout staple pieces like strappy sports bras, patterned leggings and fitted sweatpants in cozy materials.
The clothes are also known for their affordability. Customers can join the VIP membership program on the brand’s website. This program acts as a subscription service, sending customers an exercise outfit monthly for a fee of $49.95. Upon signing up to the program, subscribers fill out a lifestyle quiz. This quiz allows Fabletics to pick out the outfits for each subscriber based on their personal tastes.
Another priority of Hudson’s is diversity. From the very beginning, Hudson has made sure to keep larger sizes in stock. Feeling that other athletic apparel companies tend to cater to smaller sizes, Hudson wants to allow women of all sizes to feel beautiful and empowered in their workout outfits.
Recently, Fabletics launched a handful of brick-and-mortar stores around the country. Acting as reverse showrooms, these stores allow customers to try clothes on in person before joining the VIP membership program online. This approach has been highly successful and has earned the company enormous revenue.
Fabletics stores are stocked based on online data. If customers in one region of the country are following a certain trend, stores in that region will stock accordingly.
With Fabletics brick-and-mortar stores doing so well, Hudson has recently announced the launch of several more around the globe over the next three to five years.
If you’re ready to receive your first complete workout outfit from Fabletics, visit the website and fill out the lifestyle quiz.