Kate Hudson’s Successful Strategy for Fabletics

Fabletics is a brand everyone’s heard of by now. It took Kate Hudson less than four years to grow Fabletics into a $250 million company. Realizing how impressive that is can only be understood when considering how dominated the activewear market was before Fabletics joined.

In 2016, Fabletics experienced a 43 percent rise in sales. That prompted Fabletics to grow larger, opening retail stores to satisfy demands. Currently, the brand has 18 retail stores in places like California and Florida. Using a subscription mechanic, Fabletics has earned over one million members. They also have over 20 million Twitter followers.

Usually, celebrities use their fame to build their companies up. While being a Golden Globe-winning actress did help Kate Hudson promote Fabletics, that’s not why her company’s so successful. Hudson created a business model that focused on using affordable, on-trend athleisure apparel to inspire women to embrace a healthier lifestyle.

The mission wasn’t about body-shaming women into being what magazines want them to be. It was encouraging women to take that first step toward a more active life. Hudson’s dream achieved its final mission when Fabletics announced they would be expanding into plus sizes. Now, even big girls can look and feel as great as every other woman; and for half the price.

The first step to building Fabletics up was the same step that every entrepreneur must take: identifying market opportunities. It was very clear that people would love to buy activewear that they could actually afford. Creating an affordable brand was the easiest part.

Starting the company is always easiest. It’s the persistent determination that’s difficult. Hudson dedicates as much of her time as possible to keeping Fabletics going. She goes over sales numbers on a regular basis and works closely with both the marketing and designing departments.

According to one Fabletics member, the quality of Fabletic’s products is much higher than people expect. She bought a pair of leggings, and to this day, the leggings have maintained their compression, shape, and color. The material is also thick, so there’s no trouble with see through issues.

Most surprising is the volume of different styles. She had no trouble buying many items from Fabletics because there’s so much to see. Fabletics truly does have something for everyone. She challenges anyone to not find something.

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