Fabletics has become a household name and the go-to for active wear for most people. It has grown to be worth $250 million in just three short years and that has been no small feat considering they have gone up against Amazon which controls about 20% of the fashion market.
Fabletics didn’t just happen overnight, however and they choses to grow gradually. Instead of taking the pop up method that most new companies use, they got to really know their market and mingles with the local communities in order to get to know their customer base better. That approach led to them having 30-50% of their in-store retail customers already being members and another 25% becoming members. They also were able to avoid getting “killed” by showrooming, where customers browse offline and then buy their products cheaper elsewhere.
Kate Hudson, founder of Fabletics believes that it is important to get creative with advertising and she wants to encourage people to get more active. She recently expanded her clothing sizes to span from XXS to 3X to expand her customer base and to help encourage people from every shape and size to live a more healthy lifestyle.
Hudson believes that it is important to live a live that you are passionate about so that you can truly become fearless and conquer your goals. She gets a lot of inspiration from her mom, Goldie Hawn, and she is part of the Hawn foundation, which encourages mindfulness in children.
Hudson stays on top of her business and checks her sales every week and pulls whatever isn’t selling to make room for a better selling piece of apparel. There is no set of guidelines that guarantees what will be a good seller so she relies on the information that she gathers from the Lifestyle Quizzes that new members take.
Fabletics has over 21 million followers on Twitter and it has also opened 18 retail stores. Fabletics has gotten 1.2 million members monthly in eight different countries and they are growing by about 35% every year in sales. Fabletics has grown successful for many reasons and it continues to grow because it offers a great product at a great price and is run by people who care and want to encourage healthy living. Even though there are competitors, they do not offer the unique and personalized service that Fabletics does and they aren’t as unique.