In an age where Amazon controls 20% of the fashion e-commerce market, one clothing brand is thriving with its own sales model. Fabletics, the activewear line designed by actress Kate Hudson, has grown into a $250 million business in just three year’s time. Rapid success like this is proving to be enough to take on a clothing sales giant like Amazon.
Kate Hudson launched Fabletics in 2013 with the hopes of creating a line of women’s activewear that was stylish and high quality while being affordable. Since then, Fabletics has grown to be a leader in the women’s activewear industry. With a business model that works through a membership concept, Fabletics appeals to customers who seek individuality combined with convenience.
The range of Fabletics activewear products is endless; there are options for everyone. The line includes yoga leggings and pants, running outfits, tank tops, sports bras and more. Fabletics recently expanded to include swim wear as well. These items are available in solid colors or various prints, including floral designs, polka dots, stripes and many more. The variety of products and designs in the line appeals to customers who want to express their individuality. While most brands of activewear come in only solid blacks, grays and blues, Fabletics gives customers a chance to get statement-making clothing items.
Differing from Amazon, Fabletics offers a convenient way to narrow down product selection. The brand appeals to customers who want to keep shopping simple. The first step to shopping with Fabletics is taking the brand’s brief lifestyle quiz. The quiz is comprised of five questions about your workout and style preferences. With the answers you chose in your quiz, the website generates a selection of products that match your style. If you decide to make a purchase, you have the option of becoming a VIP Fabletics member. VIP Fabletics members are part of a subscription that costs $49.95 a month. As a VIP member, you get a curated list of items that fit your style sent to you on the first of every month. This eliminates the process of having to search through pages of items to find things that you really like. You also have access to huge discounts on the apparel and free shipping.
The VIP Fabletics membership has really struck a chord with customers. It gives them activewear selections that are chosen just for them as well as giving them large discounts on their purchases. Appealing to customers in this way is what has driven Fabletics’ success. The brand’s growth rate has been over 35% every year since it launched. Fabletics has gone on to open 22 retail stores and plans to open more this year. With the brand’s booming success, one may wonder if Kate Hudson may abandon her prominent acting career to pursue other business endeavors. As of right now, the “Almost Famous” star gives that question a hard “No!”
To start shopping with Fabletics and see your personalized outfit options, take the Fabletics lifestyle quiz at Fabletics.com.