The Fabletics Fashion Winning Approach

Charming, athletic Kate Hudson made a major name for herself at the very start of her career, when she garnered a Best Supporting Actress Academy Award nomination for her role in the Cameron Crowe film, “Just Famous.” She followed that with a number of leading roles in popular romantic comedies, but Hudson always wanted to make her mark as an entrepreneur, as well, and now, with her success as a co-partner in the Fabletics e-commerce clothing line, she has done just that.


Taking on


Right now, has 20 percent of the online fashion market, which means that any company that wants to sell their own e-commerce fashion is going to have to deal with a lot of competition. Amazingly, Fabletics has made a real mark in this very tough market, and in three years it has become a $250 million brand. The brand is membership based, and it offers its subscription members a chance to fill out a survey about their fitness routines and their taste in workout clothes. This survey is available on the Fabletics site, and is easy to use. Once the brand has this information, it selects clothing for the member and sends it out, so the clothing can be tried on in the convenience of home. All of this has proven popular with customers, along with the brand’s affordable price point and high quality, trendy fashions.


The Reverse Showrooming Approach


Though Fabletics began as an online company, it now has sixteen physical stores and plans to open more. Though many physical stores for other companies are now facing difficulties due to online competition, Fabletics is doing well, due to is “reverse showrooming” approach. The Fabletics stores work in partnership with the online customer membership, as 30-50 percent of the people who come into the stores are already subscribers to the brand (and another 25 percent who come in join up while in the store). Customers who make in-store purchases can have them charged to their online membership cart, so the brand makes a profit both ways.


This innovative approach, along with the good looks of the brand, its affordability, and the presence of Hudson as a brand spokeswoman, all have gone a long way towards establishing Fabletics as a fashion force to be reckoned with.