Fabletics is a well known athleisure brand that was started in 2013 by fashion forward actress and business woman Kate Hudson. The brand specializes in fitness wear that is functional, fashionable, and multipurpose. But the companies success is not just about their quality brand, they paid attention to the consumer trends and established themselves away from the traditional marketing machine and became a progressive consumer focused organization.
Fabletics began as an unconventional fitness clothing brand. The companies founders saw the rising interest in fitness for woman in the United States but there was limited fitness wear available. The team of Don Ressler and Adam Goldenberg, founders of TechStyle Fashion Group, partnered with Kate Hudson to create a new line of fitness wear that was function based but fashionable for lifestyles outside of fitness. The pieces would be trendy, comfortable, and above all reasonably priced for the average consumer.
This was a fashion brand that had never been done before, so when it came time to decide on the marketing path for Fabletics the founders continued to forge their own path. Data has shown that more consumers are choosing products based on crowd-sourced reviews. Online reviews have become the new trusted word for consumers on goods and services. Fabletics used this information to create a review-centric marketing campaign that allowed the online crowd to have the power of their success. It was another progressive leap for the athleisure brand and helped grow the company by more than 200% in its first years. As online review sites continue to grow, Fabletics embraces its customers opinions and recognizes the power and influence it brings to their brand.
While Fabletics has forged a new path in athleisure wear for woman, one of its greatest success features is its partnering founder Kate Hudson. She is a well known American actress who has proven that she can grow and run a thriving business with the best of them. She was not handed a ready made success to be the face of, rather she had to work with her team to overcome several setbacks and complications in the beginning. One of her greatest attributes for Fabletics is that she truly cares about the product and the consumers.
Hudson was very passionate about making sure that the brand provided a strong message of self beauty and empowerment for all woman. She wanted a variety of clothing pieces that worked for all body types and made women feel comfortable and beautiful while expressing their individuality. This has been a core value for the company and is the pride and center of all the designs she views. The Fabletics website provides an online tool to help customers view looks and pieces that appeal to their personality. The Lifestyle Quiz allows people to answer a few questions about themselves then filters the pieces that would work best for them. It’s just another consumer focused tool that Fabletics has to give their customers the personal touch they deserve.