In hindsight, everything is always obvious. When Kate Hudson co-founded Fabletics in 2013, there was no way she could’ve known how successful she would be. To date, Fabletics is a $250 million company with 1.2 million paying members. That’s pretty impressive considering Fabletics is a new company in an industry already dominated by powerhouses.
Despite all the negativity and disadvantages, Hudson found a way to build Fabletics into a success. While other companies are expensive and not really customer focused, Fabletics uses a subscription mechanic so that it can focus solely on its members. The biggest upside: offering their monthly members huge discounts on apparel.
For a while, activewear brands have been increasing their on-trend designs. Fabletics is no longer the only company making fashionable activewear, but it is still selling those products at half the price. It’s that combination that makes Fabletics one of the best.
But, that’s not enough for Kate Hudson. She wants her products to inspire every woman to look and feel her best. It’s about getting women to embrace healthier choices and an active lifestyle. Where better to start than with fashion. All women – regardless of size and age – should be able to at least afford on-trend athleisure apparel.
Health is a big issue these days, but not everyone is ready to take that first step. By making women look and feel sexy, they might be more willing to start small. It may be a cliché, but if they look good; they’ll feel good.
That’s what it’s about for Hudson. That’s why she takes everything so seriously. She’s there every day during meetings and going over sales numbers. She works with the advertising department and comes up with her own unfiltered commercials. Business doesn’t have to be less creative in her opinion.
While some people aren’t happy with Fabletic’s membership model, one reviewer mentioned the ability to skip monthly fees. The only time members have to pay their monthly charge is when they want to buy something. Even when she does end up buying something, she can usually get multiple items for the same price as one item from a more expensive brand.
It’s because of things like that Fabletics has so many members. Its members don’t seem bothered by all the negativity.