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.
When film actress Kate Hudson launched Fabletics in 2013, it quickly became clear that the star was much more than just another celebrity putting their name on a product line. Now, four years later, Kate Hudson has taken the fashion industry by storm by consistently developing brilliant strategies that have earned the athletic apparel brand incredible success.
Now valued at over $250 million, Fabletics earns more each year than Amazon’s exercise apparel department. A large part of the company’s success has to do with Hudson’s understanding of the priorities of the modern fashion consumer. She realizes that today’s shoppers care more about customer relationships and personalized experiences than catching a good deal.
The Fabletics VIP Membership Program
Fabletics was launched as a retail website, complete with an online shopping cart and an inventory of hundreds of extremely stylish athletic apparel items. The company’s claim to fame, however, is its VIP membership program. Instead of shopping for items by browsing through the online store and adding them to the shopping cart, VIP members pay a monthly fee to receive a full exercise outfit in the mail each month. The flat monthly fee of $49.95 means that VIP members actually pay less per item than they would had they purchased each item through the shopping cart.
Fabletics selects the outfit for each VIP member based on a lifestyle quiz that is given to customers upon signing up. This quiz gives Fabletics an idea of which products each subscriber wants based on their tastes in clothes as well as the types of workouts that they enjoy.
Blogger Teri Hutcheon has been a VIP member for several years. She was first motivated to join the VIP membership program out of convenience. With a busy exercise schedule, Teri had spent much of her time shopping for workout clothes, often spending up to $50 on just a pair of athletic leggings. Letting Fabletics select the clothes for her was a dream come true. Plus, Teri was dazzled by the affordable prices of the high-quality Fabletics products.
Recently, Fabletics has introduced physical stores around the country. These stores are reverse showrooms, designed to encourage customers to join the VIP program by building personal relationships and letting customers try Fabletics clothes on in person. About half of the customers who walk into a Fabletics store are already members and 25 percent become members before walking out. The success of the strategy has led to the development of more stores around the world.
If you want to join the VIP membership program and start receiving a workout outfit in the mail each month, visit fabletics.com and take the lifestyle quiz.