Every year, hundreds of so called “celebrities” launch their own clothing line. In the past, only fashion gurus had their own clothing line, but it’s become a status symbol these days. Occasionally, one celebrity’s fashion line will actually be impressive. But usually, the fashion fails when the celebrity fades out of view.
One celebrity experiencing genuine success with her fashion brand is Kate Hudson. For three years, Kate Hudson’s Fabletics has grown in popularity. Kate’s commitment to producing high-quality fashion fitness wear is what makes the brand so successful. Kate wants every woman wearing Fabletics to feel empowered and self-confident about their fashion sense.
For Kate, Fabletics is more than just about brilliant fashion. It’s about pushing people out of their comfort zone one outfit at a time and making them discover new limits to themselves. It was also important that Fabletics be affordable for all; separating themselves from more expensive brands like Lululemon.
Even though it seems like Fabletics is just another celebrity-run fashion brand, it’s not. Fabletics has seen a success that other celebrity brands only dream of. In just three years, Kate Hudson grew Fabletics into a $250 million company. The brand accomplished that by using a subscription mechanic.
The big draw of Fabletics is its focus on its members. Every member gets a personalized monthly selection of outfits recommended just for them. This is how Fabletics inspires members to try new styles and explore their own fashion creativity. For those who aren’t members, Fabletics offers a free lifestyle quiz, which ends with a list of personally selected items that match their style.
One surprising fact is Fabletics seems to have no trouble opening physical stores. Usually, an e-commerce company opening a store would face hundreds of issues. Fabletics solved those issues before opening their first store.
Thanks to management’s brilliance, most of the people walking through the front door are already members. Those who aren’t members either leave or become members in store. Fabletics likes to have each store stocked with items that local members are more likely to buy, as a way of persuading new members to join.
The reality is that most people love Fabletics for its affordable prices. There aren’t too many places where people can get such high-quality products for that price; especially considering the variety of styles.