Many companies are growing within this digital age with the help of social media, one stands above the rest. Set apart from its competitors, Fabletics is currently top in its field.


Kate Hudson is continually taking Fabletics to higher levels. Fabletics has done great research and execution of that research. Noticing a trend that consumers value the reviews of others consumers as much as personal recommendation from a long time friend. This shift in consumer behavior has caused a change in their marketing strategy. With the people looking online and on the internet for products, finding high rated and high valued products from other consumers is just as important. People see how one product with certain qualities has one rating and some comments on decent use. While another product very similar qualities have hundreds of ratings and hundreds of comments. These reviews are confirmation that individual before their click purchase that this is the top of the line item over its competitors. By following this strategy for marketing, Fabletics is one of the top brands in 2017. Having grown rapidly and amassed an estimated revenue of $235 million and over one million consistent paying members.


Fabletics is seeing now a correlation between reviews and acquisition of customers. That the more reviews the more likely a person has felt they researched and now know the honest opinion of the people. People are beginning to distrust the companies and traditional marketing strategies. Consumers believe a company sole agenda is to take from them their hard earned money. Meanwhile, a consumer review is the honest take of another consumer that is conveying how the company or product has truly been beneficial. Trust is now established through consumer review conversation, not ad placement.


Fabletics can recognize trends, but so can consumers. Consumers are viewing not just the positives said about a business but also the negatives. With more consumers frequently viewing comments and reviews about companies, a negative review, just like a positive review, is just as influential in making a purchase or not. To drive up sales companies are now posting user reviews as much as products to boost sales. And one of the reasons for the boost in sales is now in the search. The more positive reviews for a company or product the better in lands on search criteria for sites like Google.


Kate Hudson recognized how her brand was not exclusive to a particular woman. But a brand that was for women of all shapes. Kate Hudson grew the brand by appealing to the masses, getting reviews from women of all shapes and sizes. With only positive comments showering in from a massive variety of women, it was only a matter of time. Kate Hudson even encourages all to take the Lifestyle Quiz, this quiz helps consumers find out the clothes that best fit them. Her brand exemplifies cutting-edge fashion, stylish comfort, and body acceptance.


With their company leveraging the power of the crowd, only more amazing results will follow.

In a world where retail stores are disappearing faster that one can count, it is hard to imagine a company – especially one in fashion – that is not only avoiding this trend, but is actually growing rapidly. Fabletics is just that: a modern, savvy athletic fashion company that is gaining customers one store at a time.


Fabletics is only a few years old and has been in part founded by Kate Hudson. In just three years of business, the company managed to grow its sales to $250 million, with still much more to come. But its success – where many others have failed – is not a coincidence. Fabletics employs various techniques to drive its growth and retain its customers. They include a methodical use of and reliance on social media as well as significant use of big data to understand its customers and their preferences. However, perhaps one of the most important such techniques is reverse showrooming.


Many are familiar with the concept of traditional showrooming: customers go to brick and mortar stores, check out the merchandise and then buy online at whichever company sells that item for the lowest cost. This phenomenon has been a curse for many retailers.


However, reverse showrooming aims to do just the opposite. The goal is to get customers to think about and even choose what they want by looking at the company’s website, and then go to the store and buy that item in person. In the case of Fabletics, one method that they use is getting customers to take an online Lifestyle Quiz to find out which apparel is best for them and to peak their interest in the company.


This method, amongst others, is something that gets customers excited about Fabletics and entices them to come into the store. It also allows them to successfully take on the likes of Amazon, which is a must if one wants to succeed in the world of retail. After all, if one already knows what he or she wants to buy, but still physically comes into a store, that is a big win for any company.


Hudson herself has taken a very active role in the company from the beginning and has personally been an avid promoter of the brand. Despite the company’s success, Hudson remains modest while also retaining her job as actor first and businesswoman second. Nevertheless, her positive involvement in Fabletics has successfully contributed to its stunning growth and will likely continue to do so well into the future.

With thousands of other clothing retailers all fighting for the same dollar as Amazon, it is no wonder the retail giant doesn’t really pay too much attention to the competition. Amazon is able to ring up 20 percent of all the sales in this fashion e-commerce market on cruise-control, each year distancing themselves from any competitor trying to make any headway. Kate Hudson’s Fabletics is giving Amazon reason to pay them attention for one reason, they have sold $250 million in sales of women’s workout apparel in just under three short years.


This athleisure brand has been blazing a new trail that many other clothing retailers has crashed and burned on. If you ask Hudson to describe how her brand got to this point in such a short time, she credits reverse showrooming and the numerous membership perks awarded to her loyal customers. Just stop by the Fabletics store in the mall and you will discover that this is not your average shopping experience. In fact, there is so much more than shopping going on inside the Kate Hudson’s Fabletics retail shop. Women are window-shopping, trying on all the workout apparel, taking a lifestyle quiz, and even browsing all the new releases in yoga pants and leggings.


To take things to the next level in this fashion e-commerce market, you have to be willing to take a few chances. When you are trying all those pieces of apparel on inside the retail store, part of the benefit of membership includes all those pieces getting transferred to your online account. Now that you have those pieces in your cart and don’t have to worry about them fitting correctly, so what happens next is these women start buying on impulse. This is just part of the reason why the sales at Kate Hudson’s Fabletics are growing by leaps and bounds year after year.


Hudson’s Fabletics keeps on rewarding its loyal customers with things like discounted workout apparel, your own shopping assistant, and free shipping for online orders. Compare these perks to the free shipping discount that you get for $79 a year at Amazon. The whole shopping experience, from the mall to online, seems to have affected these female shoppers in a way that really has them excited. Kate Hudson’s Fabletics has certainly gotten the attention of Amazon, and all signs indicate that this company is poised to really make a serious run for that top position.

When picking out sports gear, most people will go with the one that makes them feel good and motivated to take up a challenge. Sports apparel styles vary from floral and colorful to plain and bold. The range for these attires widens even more with women’s sportswear. A lot of brands struggle to keep up with the ever-changing fashion to include meshed tops, high-waist pants, and vibrant patterns. One of the leading sports attire manufacturing company, Fabletics, found a simpler and efficient way to appease its customers consistently. Fabletics’ Dustin Netral, of SVP Operations, stated that the firm continuously conducts tests to collect data on consumer preferences. They ensure that all of their stores stock the same items that are available online. The research team collects data based on social media commentaries, heat mapping information and real-time sales data in both the online and physical stores. With time, the designers update the items to match the current fashion trend and preferred customer style.


Fabletics manages to stay ahead of the curve among other businesses because they showcase their products without using a middle agent such as Amazon. Amazon owns 20 percent of the entire fashion industry and controls the returns a company earns with them. Kate Hudson and her team opted to set up a website that allows clients to purchase items directly. The site uses a subscription machine that helps the staff send out items to customers on a monthly basis. Fabletics understands the importance of creating a trustworthy relationship with their clients and regularly sets up events to interact with the locals. According to their data, 30-50 percent of people who walk into their physical stores are already online subscribers. Non-members who buy from the physical store get signed up for the online services and amount to approximately 25 percent.


A famous Salem lifestyle blogger describes Fabletics’ subscription system and items in an honest review on her website. Teri of a Foodie Stays Fit stated that it is much better to sign up as a VIP and get charged $25 for the first purchased full attire, which typically costs $50. By taking Fabletics’ Lifestyle Survey, one can receive shipments based on their workout routine and fashion taste. In the next months, one can easily cancel the automatic purchase by logging into the account before the 5th day of a new month. She rated Fabletic’s pants as high quality and trendy for their thick and comfortable material, and stylish colors and patterns. She considers Fabletics as fairer-priced in comparison with other brands such as Splits 59, Lululemon and Beyond Yoga. Fabletics saves a customer $30 since Lululemon sells the same yoga pants for $50. Overall, Teri thinks signing up for the monthly shipment option is a great deal for only $50 a month. Fabletics has physical stores in the Mall of America, Cherry Shopping Center, Summerlin Shopping Center and the Southpark Mall. They have a regional branch in Europe and plan to launch at least 16 more stores in 2017.

Fabletics has taken over the ‘activewear’ industry. The company, owned by Kate Hudson, has played a significant role in growing the ‘activewear’ movement and has significantly reaped the benefits associated with its efforts. Only three years after its founding, the company is now worth over $250 million and is on a growth trajectory. Fabletics is now setting its eye on Amazon’s share of the fashion e-commerce. It believes that it will soon eat into the Amazon’s share of the market and probably surpass it in the end. Although this process seems to be quite ambitious, the continuous growth of the company is an indication that it will not be slowing down anytime soon.

As it takes on Amazon, Fabletics is focusing on adopting modern business practices. Although quality and price are important factors to the company, other aspects of the business such as customer experience, exclusive design, last-mile service, brand recognition, and gamification will determine the success of the enterprise. The company uses modern consumer as the center of its business strategies rather than the products it offers. This strategy has so far been a success.

Fabletics is also positioning itself as a modern brand. It likens itself to contemporary brands such as Warby Parker and Apple. This approach has seen the company’s physical stores mirroring those by Apple. Like other brands associated with JustFab, Fabletic uses fashion membership strategy to sell its products. The subscription allows members to enjoy fashionable products that are selected based on their personal lifestyle tastes. The items are sent to the members as monthly packages at a fixed fee. The company is also introducing more stores with plans to open at least sixteen stores in Illinois, Hawaii, Florida, and California. This information was originally reported on Forbes.

According to Fabletics’ general manager, Gregg Throgmartin, the company’s secret has been its commitment to building a modern and re-imagined high-value brand since its first day of operation. Provision of personalized services to its clients and affordable trendy products has also played an essential role in the company’s growth. Fabletics’ products are priced at half the prices offered by competitors.

Fabletics has also embraced the culture of ‘reverse showrooming.’ It involves potential clients’ window shopping in physical stores and then buying the products at cheaper online stores. The strategy has been designed to add items that a client tries while shopping on their online shopping cart. The customer can later buy the products online from the company’s online store. This strategy has seen over 25% of individuals walking into the stores becoming members of the ‘activewear’ movement.

The company puts many efforts on matching content in their physical stores with online content. The stores use the shopping data of the local customers to ensure that it only stocks those items that will appeal to customers from the region. This ensures that the physical stores and the online stores are similar.

About Fabletics

Fabletics is an online subscription retailer of athleisure. The company was founded in 2013 by Kate Hudson and is associated with JustFab. Fabletics sells its products through a membership strategy where personalized outfits are sent to customers on a monthly basis and at a fixed price. Its headquarters are in El Segundo.