How Kate Hudson’s Fabletics stands above it’s compatition

Kate Hudson’s Fabletics has primarily focused it’s marketing strategy around crowd-sourced reviews. Knowing customers today trust reviews as much as personal recommendation from someone they know has been the key strategy for Fabletics. Fabletics has grown more than 200% since its launch in 2013 with more than one million paying members. Such growth was produced by customer reviews driving increased customer acquisition and customer retention. With most people living in the digital age, online reviews are now a factor in their decision-making process making their decisions through crowd-sourcing. As confidence in traditional marketing is at an all time low there is safety and trust in feedback from the crowd. With genuine reviews there is a boost to business and revenues. Positive reviews drive search rankings, revenue, and Repeat Customers while bad reviews discourage customers. With more review options than ever before such as Yelp and Trustpilot brands are no longer what they claim they are, only what reviewers say they are. Crowd-sourcing forces transparency and a focus on the customers. Now companies much see the world through the customer viewpoint with empathy. Everything Fabletics does is with consumer opinion in mind.


Fabletics has been a fashion forward-thinking athleisure brand, designed to be empowering to women since its inception in 2013. Kate Hudson’s Fabletics with collaboration, with pop superstar Demi Lovato has grown their little startup into a $250 million company in a few short years. TechStyle Fashion Group wanted to start a reasonably priced athleisure brand in 2013, but needed a partner. They thought of Kate. She personified every thing they were looking for approachable, not to serious, and a very active lifestyle. She is very hands-on whether its budgets or social media strategies she is all in. She looks at the sales weekly and knows exactly which clothes are selling and which aren’t and will involve herself in the design process to insure success. Kate is one of the few celebrities who uses the products she endorses.


Success didn’t come easy. There were definitely several hurdles to leap over. The first order had to trash because of poor quality. Our launch date had to be delayed six months to ensure a better quality product. It was worth it though. Celebrities like Cher were relentless on social media trying to tear us down and our most popular items often were sold out. Hudson’s Fabletics implemented a new data system to ensure they’d have the proper inventory levels and with in 18 months had good rating with the BBB. Fabletics saw a retail growth of 644% last year while others are leaving the retail industry. Instead of having to hire their own Facebook expert, design staff, and marketing team, Hudson relied on funding, experience, and resources of the TechStyle Fashion Group to fuel growth. The future looks bright for Fabletics with 22 retail stores currently, plans on opening a dozen more in 2017. If you want to get a real feel for Fabletics try out the online Lifestyle Quiz to find out which Fabletics gear is best for you. Although with all the business success, don’t expect Kate to give up her day job just yet.

Fabletics Cashing In On Big Ambitions

Those who bet Fabletics would be upended by Amazon have definitely bet wrong. Fabletics has become an ambitious online enterprise, now complimented by a few physical stores. Naysayers felt the book peddler would also dominate the e-commerce fashion market, however, in just three years, activewear Fabletics has become a rocket, pulling in an impressive $250 million in revenue.

Renovating The Online Marketplace

It’s become painfully clear that Amazon is a trojan horse that pillars over retailers, to the tune of nearly $110 billion in annual sales. Millions of active customers rely on products that cover everything from electronics to fish food. It’s leader, Bezos, has become a giant that offers consumers anything and everything, but Kate Hudson’s Fabletics was not a losing proposition. Design, brand recognition, membership, and pricing are powerful combinations that chip away at Amazon’s digital gratification. Yet the ultimate weapon the company has successfully used to beat Amazon is “web rooming”.

Show rooming essentially disrupted and reinvented how consumers would shop. Then reverse show rooming or web rooming became the new trend. Those comparison shoppers found it was easier to simply complete the sale online. Fabletics has capitalized on shoppers who browse by offering membership features that come with lower prices. Not to mention, shoppers discover designs you don’t normally find at local retailers.

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Once Fabletics shoppers become a VIP member, they want to leverage that membership fee as much as possible. You discover all the selections of activewear that isn’t available at local retailers. VIP Membership was only one phase in a plan to reel in loyalty. This plan also includes local brick and mortar stores, currently in several states including Florida, California and Hawaii, and it’s redefining consumer expectations.

Since JustFab launched Fabletics, the company has made it clear they are taking over in athleisure wear. Founded in 2013, the online e-tailer has created a user-centric approach with product presentations that motivate the shopper. The trendy athletic and leisurewear costs upwards of $100 per outfit, however, VIP members get a deep discount of about 50 percent, bringing your total costs to about $49.99, which includes shipping. It’s not mandatory to become a VIP member, but it’s certainly a bargain.

The company sells accessories like recyclable water bottles, yoga mats, headbands, etc, and by using your membership fee, the items are ultimately cheaper than buying in your favorite store. Fabletics also offers its members the choice to skip their VIP fee, or cancel membership.

Free shipping, deep discounts, and a personalized shopping experience has proved you can compete with Amazon.

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