Three years ago, actress and mother of two, Kate Hudson, recognized a huge hole in the growing athleisure market. The fashion industry provided no high quality athleisure lines at reasonable prices that the average consumer could afford. She decided to fill that need and created Fabletics.
Partnering with e-commerce giant TechStyle Fashion Group let her offer a wide release from the start. The billion dollar parent company famed for its subscription services like JustFab and FabKids paired the same monthly box model with Fabletics. Members receive a monthly outfit of top, pants, and sports bra for $49. Non-members can shop the stores, too, but don’t receive the deep discounts on clothes designed to rival those offered by competitor LuluLemon.
Make Shopping Fun
Hudson made sure to add an element of fun that provides members with outfits perfectly suited to them while gifting her company with big data to make better decisions. At sign up, new members complete a quiz, much like those in fashion and women’s magazines. This one uncovers the perfect outfits for them.
Big Muscles, Big Data
Fabletics uses its big data to determine design trends and stock needs. It also helps stock their bricks-and-mortar stores, and helped discover the increasing demand for plus-sized athleisure wear. Its 1.2 million monthly members representing eight countries wanted more size choices and to try things on before buying them. Hudson’s company answered by opening 16 stores in California, Florida, Hawaii and Illinois with clothes ranging in sizes from XXS to 3X.
Unlike online retailers like Amazon, Fabletics encourages showrooming – the practice of shopping around in person for an item, then buying online. It knows consumers will find the best price in its stores whether online or bricks-and-mortar. It provides the same price both places, thus encouraging reverse showrooming.
All of this encourages more women to join and get moving, and that is one of the actress’ goals. She told CNBC her goal is “to encourage people to put one foot in front of the other” and just get started getting healthier.