Fabletics, a fitness clothing subscription service, is fervently competing with Amazon. No small feet considering the powerhouse Amazon continues to be. Kate Hudson’s Fabletics offers brands consumers trust at a price that is cheaper than many of their competitors. The subscription part of the Fabletics business has allowed the company to give costumers what they want at a much lower cost. Becoming a member means the customer will get a great fitness outfit set for $49.95 each month. There is never any obligation to continue membership, and members can skip a month any time they need to save a buck or two.
The clothing company has been a huge success because of the flexibility of their service and their great customer service. The company has utilized a new technique referred to as reverse showrooming. Essentially this means Fabletics started out online to build a relationship with its users, and now they are opening physical locations where already loyal members can come in person. A customer can come in the physical store and try on an item, and the item will be added to their online account membership. Fabletics plans on adding more physical locations in the coming years. Already, physical stores have been opened in Hawaii, Florida, California and Illinois.
Fabletics recently collaborated with Demi Lovato, who is a huge fan of the company. Even though the company started up only three years ago, it has grown to be known all over the world in part thanks to Kate Hudson. Kate, known for her role in “Almost Famous,” joined the Fabletics team after they realized she embodied what they wanted in a company partner and spokesperson. They wanted someone who was genuine and had the unique style they were looking for.
Kate took an active role in the company, approving clothing design and developing marketing strategies. Kate wanted Fabletics to be about the customers and helped to implement better customer service strategies. Demi Lovato’s love of Fabletics has much to do with Kate’s vision of empowering women to be the best they can be by loving how they look and inspiring them to be active.