How Kate Hudon’s Fabletics Brand is Taking on The Traditional User Experience

One of my favorite brands as of late is Kate Hudson’s line of “athleisure” wear, meaning fun and trendy active wear, available in a membership model. Kate Hudson is known, nearly universally, for her positive energy and passion for fitness. This energy is infused not only into the design of the clothes but into the company itself and it was apparent in a recent CNBC article that this hands-on leadership was a large reason for the success of Fabletics, especially in the active wear market that was already highly saturated with cornerstone brands.

 

Among her success tips included in the article was to not be afraid to take risks and continually seek inspiration. This advice led to her recent expansion of offerings into the plus size category, providing fun and trendy active wear for people of all shapes and sizes. She also focused on the importance of finding openings in the market. Fabletics’ major offering of trendy, high quality workout wear at a reasonable price point is perhaps at the cornerstone if its success. It was a major hole in the market when the company was founded three years ago, and likely has led to the $250 million plus in sales it has generated to date.

 

The brand has a very loyal base of followers and its easy to see why. With offerings like the ability to “hold” your purchase at any point with just a few days’ notice, members aren’t locked into the strict bindings that dissuade many people from joining membership-model service. The brand feels truly like a community of people that come to the “reverse showroom” to find active wear that fits their unique taste and need. This “reverse showroom” model curates the product experience o the user, instead of sending them to a traditional storefront where they find a one-stop shop experience tailored to who the company thinks their ideal buyer is. This revolutionary model has allowed Fabletics to offer such high end pieces as competitive pricing that has made them the number one brand in the category and allows them to sharply compete with online wholesalers like Amazon.

 

You can get a sneak peak inside life as a member of the Fabletics community by taking the Lifestyle Quiz on the company’s website. The quiz is brief and fun and with just a few questions about your personal style and fitness preferences it will generate a user profile specific to you. That profile is the key to choosing all the wonderful pieces you receive in the future and allows for your personal experience with the company to be as unique as possible.

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