Today, most celebrities run their own companies or website that sells sponsored products. Usually, those brands succeed only because of the celebrity’s fame. If the celebrity ever becomes less popular, the brand usually doesn’t survive unless it picks up another celebrity. That’s not the case with Kate Hudson’s Fabletics.
Kate Hudson has always been a fashion icon. She’s beloved for her funny and charming Hollywood characters. And she’s admired for the great shape she manages to stay in; even after having kids. Now, Kate’s fashion company is one of the most popular ‘activewear’ brands in the world.
When Kate first created Fabletics, she wanted to design fitness wear that was both stylish and affordable. Over the years, Fabletics became more than just a company to her. She’s very involved in the designs of every product; wanting every item to inspire Fabletic’s members to step out of their fashion comfort zone and find new limits to their personal style.
Historically speaking, Fabletics is a high-value brand. Its attention to detail and commitment to its members makes it a modern high-value brand as well. In the past, a high-value brand had fair prices and good quality products. Those are the very things that Fabletics prides itself on.
As for today’s consumers, they want more from their favorite brands. That’s why Fabletics focuses so much of its members. Fabletics uses dozens of features and special offers to reward current members and persuade considering members. That’s why the brand has its own lifestyle quiz; to show non-members what outfits would best suit their particular style.
Fabletic’s success got to a point where it was challenging Amazon for the number one spot. Following their three-year success strike in the e-commerce market, the brand is now opening physical stores. So far, they’ve open 16 stores and plan on adding more by the end of this year.
Success with any kind of physical store these days is difficult. With online shopping offering cheaper prices, a physical store stands little chance of success. Yet, that’s exactly what Fabletics is achieving. In fact, one-fourth of the people who visit a Fabletics store become Fabletics members.
According to one Fabletic’s member, a non-sponsored reviewer, Fabletics is better than expected. The pair of leggings she bought has excellent quality.