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Fabletics: A Continuously Growing Brand

Kate Hudson co-founded one of the most popular brands of activewear in the world: Fabletics. In 2013, Hudson worked the e-commerce giant TechStyle Fashion Group to create an affordable activewear brand. The premise: offer discounted on-trend fashion. That simple concept took the fashion industry by storm.

Last year, Fabletics saw a 43 percent increase in their sales. Having a world-famous celebrity heading up the company certainly helped when it came to getting the brand out there. Now, Fabletics succeeds because of the creativity and commitment of their designers. Customers also like being able to buy two or three items from Fabletics for the same price as one pair of leggings from more expensive brands.

Creating lines for all sizes and ages of women was important to Kate. There weren’t a lot of brands making activewear for women that weren’t already healthy and fit. Fabletics is about inspiring women to get to a place where they’re healthy.

To do that, Kate put a lot of effort into making sure that Fabletics doesn’t push women into anything too quickly. She also made sure that all women had something they’d like. Recently, her full dream was realized when Fabletics announced their first plus-size lines.

Another important aspect of Fabletics’ success was identifying their audience. When it comes to activewear, it’s most popular amongst millennials. Millennials love hanging out with friends while also keeping health and fitness in mind. Activewear perfectly combines comfort and casual wear with the functionality of gym attire.

Initially, there was some concern about discount brands like Target joining the field. Fabletics learned a lot of most successful strategies from other companies. Like Amazon, Fabletics uses big data to predict future trends and current preferences. Using technology allows Fabletics to craft their products to particular audiences to increase sales.

Despite some negativity about its VIP membership model, customers seem to respond to Fabletics well. They love all the discounts and love telling their friends about the brands. Positive word-of-mouth advertising has always been the advertising a company could ask for. These days, that form of advertising appears as online reviews.

More than 80 percent of current shoppers use online reviews to calculate their purchase decisions. Oddly, they trust online reviews just as much as they trust personal recommendations from people they know. It’s also why every company now has a comment or feedback section on its website.