Athleisure brand Fabletics has skyrocketed since its birth in 2013. What began as a small startup is now not only a fully funded company that is generating massive profits, but it has garnered $250 million dollars in sales. Fabletics saw a massive 43% growth from 2015 to 2016 and boasts 1.2 million loyal members that love to shop and wear the company’s fashionable athletic wear.
In fact, Fabletics has grabbed up major market share from online warehouse distributors like Amazon and a reason for this is the company’s use of a reverse showroom technique. This means that instead of visiting a physical location and then buying an item online at a cheaper price, Fabletics invites users to its online store and offers the best price for quality items.
From its infancy Fabletics founders knew that Kate Hudson was the only choice to pair with for the Fabletics name. They felt that many celebrities and actors served as spokespeople for various companies, yet with the amount of fame and funds they receive its often difficult to picture those celebrities actually using the product. One example is LeBron James and Kia – could you see LeBron James really driving around in a Kia? Probably not. Kate Hudson was different. It was easy to see her bopping around town, taking a yoga class or going to the gym in Fabletics gear. Aside from that, she is very easy to relate to and has a very large following that is in Fabletics target demographics. She is down to Earth and people see her as someone you could kick back and have dinner with.
Teaming up to be the voice of Fabletics was a responsibility Kate Hudson takes very seriously. From day one, she stated that she wouldn’t pair with a brand she truly didn’t believe in and she definitely believed in the future of Fabletics. She is also very hands on and really exceeds the role of “spokes person” to truly a driver of the company. She is very involved with the company’s positioning, social media strategy and the vision for its future. In fact, she looks at all the weekly numbers, makes selections on upcoming products and knows exactly – down to the individual item – which ones are doing best, which are doing well and which ones aren’t resonating with customers. Perhaps her role in the company is one of the major reasons that there is no end in growth for the booming company.