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.

The Incredible Value Of Fabletics Based On Real Reviews

Kate Hudson transformed herself from Hollywood movie star to innovative entrepreneur when she launched Fabletics in 2013. Fabletics, an online retailer that sells fashionable athletic apparel, has launched something of an “athleisure” craze across the country.

 

“Athleisure” is the name of the fashion trend in which women find ways to incorporate athletic apparel into their everyday wear. This trend is irresistible because it gives women with busy schedules permission to dress more comfortably when they leave the house. Hudson embraced this trend when she launched Fabletics, stocking her store with a wide variety of leggings, sports bras and cozy sweaters as well as sophisticated jersey dresses and blouses made with fabrics that can withstand intense exercise.

 

The company uses the subscription service model. Anyone can purchase a piece of Fabletics apparel from the brand’s website, but customers are encouraged to sign up to become VIP members. VIP members fill out a survey regarding their style tastes and workout preferences. Then, once a month, Fabletics picks out a full workout outfit for the subscriber and ships it right to their door for a monthly fee of $49.95. Shipping is free.

 

Customers like the ladies at Krazy Coupon Lady recognized the incredible value of becoming a VIP member right away. By subscribing to receive a monthly outfit instead of shopping straight from the website, customers save a ton of money on products. These savings matter to women who spend a good deal of money each year on athletic apparel.

 

The Krazy Coupon ladies also noted that many other athletic apparel brands charge close to $50 just for a pair of leggings or a high-performance sports bra. Fabletics VIP members, on the other hand, receive a full outfit for the same price.

 

Some might assume that the price is so low because Fabletics sells products of inferior quality. However, according to countless VIP members like Teri Hutcheon at afoodiestaysfit.com, the quality of Fabletics products is superior to that of competing athletic apparel brands. Upon receiving her first Fabletics outfit in the mail, Teri noticed immediately that the materials were durable enough for her heavy workout regimen. Upon washing the garments several times, she was relieved to see that the clothes did not shrink in the wash and that the colors and prints did not fade over time.

 

It’s safe to say that becoming a Fabletics VIP member is worth it. Especially if you’re a woman who sticks to a regular workout routine, becoming a VIP member will fill your closet with cute and stylish workout clothes without breaking the bank.