For decades, companies controlled advertising trends and marketing influence. It was a system that worked for a long time because companies used to offer honest products and services at fair prices. With the increase of e-commerce businesses, some companies took advantage of consumers’ trusting nature and began selling over-priced low-quality products and services.
This change in the brand-customer relationship carved the path for crowd-sourced reviews. These days, customers, or the crowd, have all the power. Online reviews became a go-to source of honest information about any and every product or service offered by every company. This new consumer behavior put a lot of companies ahead of larger powerhouses.
One such company is Fabletics. Launched in 2013, Fabletics is generating over $250 million in revenue and has grown exponentially, even expanding into the international markets. While many debate how Fabletics found such significant success in such a short time frame, some of its executives credit the growth and success to the crowd.
Fabletic’s already been a brand focused on its members. Interacting with members makes the brand better, which is a belief held by everyone who works at the company. Establishing and maintaining a close relationship with members is just as important as creating great products.
Other than the crowd’s participation in making Fabletics great, Fabletics also has Kate Hudson as part of the brand. She’s a co-founder and worked with Fabletics since the beginning. She’s an integral part of their regular operations and a valued member of the team.
It was her idea to combine a brilliant e-commerce model with affordable, high-quality products. She wanted to target a different audience that wasn’t necessarily welcomed by other activewear brands. She made Fabletics into something that stands for more than just high fashion and profits. That combination and commitment attracted over one million monthly members.
Her commitment goes beyond just being inspirational. She’s actually a dedicated businesswoman with a lot to offer. She spent a lot of time with the designers to make sure that every woman would be able to find something she likes at Fabletics. Recently, the brand released its first plus-size line.
Since the release, Hudson’s been a lot happier with the brand. They offer sizes from XXS to 3X, completing Hudson’s original dream. Not that the brand’s on track with her philosophy, she’s focused on increasing her business contributions.
Traditionally the fashion industry would rate which product is best the price and quality of the product. In recent years this theory has changed. 20% of Amazon’s sales comes from the trend in fitness wear. Amazon allows anyone to log in and purchase their products at their convenience. The Fabletics industry specializes in athletic wear and has made $250 million in profit over the last three years has taken a new approach to selling their products. The Fabletics industry has their clients set up a personal account to maintain their purchases and style trends. This is done to help personalize the latest styles to their customers. This concept to selling the product has worked out well for the company and they are now opening 16 new retail stores throughout the country in the next year.
The Fabletics Athlesiure brand offers a line of stylish athletic wear for women of all ages. The new apparel line offers a unique line of pants. The athletic pants are made for all body shapes and come in sizes XXS to 3XL. The athletic pants are made out of dri core material, allowing optimum airflow to keep you cool while you workout. The pants are designed to give you the optimum workout for yoga, running, cycling, and cardio. The pants are offered in high-waist, capri, leggings, and joggers. The different colors range from a solid black to a two-tone pattern. To help find which style, size, and color would best suit your body type, the company offers a Lifestyle Quiz to help narrow down your search.
The cost of the pants are economically priced for all incomes. You can purchase the pants in select retail stores or purchase through the website. If you purchase the pants through the website, they offer special bargains throughout the year and the shipping cost is minimal for your purchase. When you purchase the pants through the website you can also sign up for your own account. If you purchase the pants in a retail store, the company may put a sale on the product certain times of the year.
Fabletics at the brand that people are going to be looking for if they are interested in clothes that are comfortable but durable. Kate Hudson wanted to make sure that she was creating a line of clothing that would not fall apart after it is washed a couple of times. This is very important when it comes to clothing for the gym. A person buys a pair of jeans, by contrast, may not wear the jeans as often. People that are dressing for casual work days may not wash their jeans more than once or twice a month because they are not wearing jeans on a regular basis.
What Kate Hudson realizes with Fabletics and the clothing that people workout in is that these garments are going to be washed after every workout. This means that the clothing has to be durable. If it is just clothing that shrinks and falls apart after a couple of tumbles in the dryer there is a great possibility that people will lose interest in her brand. That is why Kate Hudson has made it her goal to make sure that she is creating quality clothing. People love her for this, but Kate realizes that this was not the only thing that was going to keep her fans loyal.
Another thing that Kate Hudson realized is that people were looking for affordability. When people are working out they are going to lose weight. This means that their wardrobe size will change. The clothes that they are buying will change because losing weight requires you to continuously restocks your clothes. For this Kate Hudson knew that she would have to create clothes that were sturdy. She could not take a risk in creating clothes that did not cater to people that were constantly updating their wardrobe.
It appears that take Hudson knew a lot about the business of changing clothes on a regular basis because she’s starting her own clothing line. Before she co-founded Fabletics with Don Ressler and Adam Goldenberg she was already in a place where she was creating clothes on her own. This gave her a great amount of knowledge about the consumer base for an athletic clothing company. She has continued to build her brand because she has study the athletic clothing market. She knows where they are coming from, and she knows what they are interested in seeing with clothing.