In 2013 JustFab Inc. CEOs Don Ressler and Adam Goldenberg joined forces with Kate Hudson to create Fabletics. Fabletics was designed to meet a growing need in the athleisure market. While there were an increasing amount of luxury brands offering stylish athleisure clothing, the prices made these brands unavailable to large segments of the population. The Fabletics creators also noticed a showroom technique happening. Customers would try on clothes in-store, but then search for more reasonably priced options online.
Fabletics decided to create a customized, web-based business to offer reasonably priced, attractive and flattering activewear so that customers wouldn’t have to look elsewhere for better prices. The brand quickly expanded outside of the US to reach customers in the UK, Germany, France, Canada, Australia, Spain and the Netherlands. In 2015 they launched a men’s wear line called FL2, set up six brick and mortar locations across the US in 2015, and expanded their line to plus sizes in 2017.
Kate Hudson wants Fabletics to remain an affordable and quality line of clothes in order to inspire people toward healthy lives. The mantra “Live Your Passion” drives their business and Hudson’s involvement. She stays close to the business by sharing her favorite outfits each month and ensuring that Fabletics keeps an updated inventory by scrapping slow sellers and releasing new lines monthly. A 30-second commercial she shot on her iphone keeps her close to her brand and approachable.
Hudson is passionate about the fun and practical clothes she produces. Hudson’s ability to identify marketing opportunities keeps her ahead of the game. Fabletics competes with big name athleisure producers like Nike, Lululemon, and Under Armour by offering quality products at half the price. They also manage to stay competitive against Target and Walmart by using technology to tap into what customers want. Fabletics comprehensive technology tracks local trends and stays ahead of the game. Customers can even try clothes on in their brick-and-mortar stores and enjoy an updated personalized page on Fabletics website reflecting their in-store selections.
New members take a quick quiz on Fabletics website to inform the clothing suggestions and also to help Fabletics keep track of what customers want. Hudson recognizes that selling directly to customers allows the brand to know what customers want and meet the demand. Customers can shop as a guest or join as a VIP for additional perks and savings. Click here to take the Fabletics quiz and check out the website!
Win a surprise for your squad! Post pictures of you and your squad using #FableticsSquad & #Contest in the caption for a chance to win the ultimate squad surprise ?????????? US only. 1 winner and up to 4 friends will be chosen and notified via DM every Tuesday. See official rules ?? http://bit.ly/FableticsSquad