Fabletics: A $250 Million Company

Growing any company into a multimillion-dollar enterprise is difficult. The fashion industry is one of the hardest industries to succeed, yet that’s exactly what Fabletic’s done. Launched in 2013, Fabletics used new marketing strategies to build their brand into a world-renowned fashion brand. Many of their strategies involve their customers’ direct participation.

Fabletics is one of the only subscription-based brands to find international success in today’s economy. Much of that is thanks to user reviews. Recent research showed that over 80 percent of modern consumers use customer reviews to determine their final purchase. Fabletics created a way to use this new marketing strategy to their advantage.

The dedication to its customers earned the brand millions of social media followers. Fabletics has more than 20 million followers on Twitter alone. Also, it has 1.2 million paying members; inspiring the brand to launch several physical stores. Members responded well to their many discounted items and stylish fashion.

Over the years, customers noticed the dedication that co-founder Kate Hudson brings to the company. Most celebrity-sponsored brands don’t actually have celebrities working behind the scenes, but Kate Hudson is not most celebrities. She’s one of the contributing forces behind the company’s success.

The story behind Fabletic’s fashion is about more than just looking nice. While making women look beautiful is a part of all fashion lines, Hudson wanted Fabletic’s fashion to inspire women to change their lives. Kate Hudson is a renowned advocate for health and fitness, and that’s what Fabletics is really about.

The activewear market has been around for years. Yet, there’s never really been a brand that made fashionable fitness wears for all women, especially plus-size women. It was extremely important to Hudson that Fabletics create lines for plus-size women. Currently, Fabletics sells sizes from XXS to 3X.

Making products for all women is difficult. It’s why most fashion companies only make products for certain sizes. It’s not intentionally insulting, but it does make other women feel left out and unwanted. That’s why Fabletics took to time to ensure that every woman would be welcomed at Fabletics.

She’s also learned to embrace new ways of selling items. Everyone has their own styles these days and is less likely to want to wear the exact same thing as someone else. This means that certain items don’t sell as well as the company initially hoped.

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