TechStyle recruited Kate Hudson to bring her on as their spokesperson for their new workout line of gear called Fabletics. When Kate was first approached with the idea, she had no prior involvement with any other business before this time. She sat down with the company and listened to their ideas and threw her own ideas in to come up with a line of gear that would make more people feel confident in what they were wearing to the gym.
Prior to 2013, women would go to the gym to workout and all you would see in the gym were lines of grey and black workout gear. There was never any bright colors or patterns and women feel frumpy and awkward in their gear. Since then however, more women are feeling confident in their appearance. Fabletics has ensured that women will feel empowered when working out and that they will look good while in the gym no matter the size or shape.
Kate Hudson is actively involved in the gym and when you see her coming and going to the gym, she is wearing the same clothes that women around the world are buying. She showcases her own style while wearing Fabletics. Because she is so relatable, more people can see her as someone to follow in the steps of. She is easily approachable and because she doesn’t let her celebrity lifestyle dictate her life, more people will follow behind her which is why Fabletics approached her to be their spokesperson.
The backward showroom technique is what is making Fabletics such a success. The idea is to allow for users to log onto a website and choose the style that best suits them. For this to happen, women and men will take a Lifestyle Quiz that helps them to determine what style suits them the best. The quiz will ask a series of questions about what their favorite choices are when it comes to patterns, colors and styles. Once the quiz is over, the data that it collects will help them to determine which styles is best for them and will keep this data stored for any future orders that the person might make.
The brand is happy to supply a wide variety to allow for users to have a assortment of styles and patterns so every day at the gym, a new style is able to be worn. Their workout gear is priced at the same level as other competitors however the competitors don’t allow the women to feel as empowered as Fabletics does.