Kate Hudson’s Fabletics Using Market-Driven Approach to Grow

In the past, one would identify high-value brands based on the price and quality. However, this trend is shifting to accommodate factors such as exclusivity, customer experience, gamification elements, branding, and last-leg services. Fabletics has taken advantage of these factors to build a brand worth $250 million. The company associated with Kate Hudson uses online marketing strategies to push its sales offering customers memberships through subscriptions. The membership approach enables Fabletics to provide customized, trendy, and affordable products and services. As at 2016, Fabletics had 1.2 million members.


Fabletics stands out from other high-value brands in the industry because of its service approach. With the reverse showrooming, Fabletics allows customers to browse online first, and identify a product of choice. Customers can use the lifestyle quiz found on the website to identify clothes that are a perfect fit. Fabletics prioritizes relationship building and is keen on building a brand that is reliable and understands the local market needs. Up to 50% who visit Fabletics stores are already members while another 25% sign up for membership there. Fabletics also uses available online data to understand customer needs and preferences and use it to determine the stock in the physical stores. Other factors that determine the stores stock are the real-time sales activity, social media sentiment, and heat map data. By combining all the above, Fabletics intends to improve customer satisfaction. Even as the Fabletics opens stores in different areas, its focus on consumer experience and education, as well as a balance of lifestyles, enabling the company to penetrate new markets with ease. The year on year growth for the company is 35%. Price, quality, innovation, and excellent distribution models drive the growth and competitiveness of the brand.


Since 2013, the brand’s motto has been to inspire and empower women of all backgrounds, shapes, size, and age to be the best. Founders, Adam and Don, noted the need for an athleisure brand that was inclusive, stylish, affordable, and quality. For the founders to grow the brand as they had envisioned there was the need for a partner. Kate Hudson represented the vision of Fabletics as she has an active lifestyle, is approachable, and can articulate the needs of the primary consumers (women).


Kate Hudson took on the mantle to build the brand from day one. She would actively follow up the Fabletics operations as well as formulate marketing strategies. Kate used social media platforms to reach out to the customers. As one of the consumers, Kate follows the design process closely and collaborates with the team to ensure the end product is trendy and meets the current market needs. When there was a backlash on social media about Fabletics membership approach, Kate focused on making communication a priority, overseeing the implementation of a better data systems and upgrade in the customer service department.


As Fabletics continues to set trends in the market, Kate is optimistic about the brand’s future. Nevertheless, she intends to keep on acting and managing the business.

Using Data From the Customer to Bring Forth Sales to Fabletics

The basic premise of business is to provide customers what they want so that they will want to come back. It does not matter what industry the company is in. It is important that close attention is paid to the customers so that they will have a reason to keep doing business with the brand. After all, it is the customer that has all of the power. It is important for business owners to remember that without the customer, their company will fall under. Kate Hudson, the founder of Fabletics, understands the importance of providing good service to the customers so that they will be able to enjoy the brand.


One thing that Kate Hudson looks at for her brand are customer reviews. Among the types of reviews that she believes are going to have the most influence on a brand is the customer review. While there are editorial reviews and professional reviews that can go into the different aspects of the business, customers are not going to pay attention to these types of reviews. Instead, the customer is going to give a ton of weight to what other customers have to say about a brand. One of the reasons behind this is that the customers see each other as equals.


Of course another important thing is to provide what the customers want. Also, the important thing is to pay attention to what types of customers are visiting the store. This allows the brand to know what type of products to bring forth to them. For instance, one thing a brand can do is reach out to an often ignored audience. There are audience members in the fashion industry that are often ignored. When Fabletics reaches out to them, they manage to actually connect and bring them something that is going to keep them coming back.


One thing that helps Fabletics is that it has a motive that goes beyond offering products. The industry that it is involved in has the potential to help people feel not only good, but very unique and valued. The right type of outfit can help people feel like they have people in their lives that actually care about them. This is one thing that Fabletics wants to do through fashion. With the wide variety of designs and styles, people will be able to find their own unique style and bring it to the best that it can be.


Don Ressler’s Passion for Fashion

Fabletics has become one of the most notable names in fashion. It combines fabulous fashion designs with the functionality of activewear. The company started out just producing exercise outfits but quickly realized its greater potential. Fabletics is now providing highly fashionable outfits that still maintain the activewear purposes. Don has been a big part of why Fabletics is so successful. A few years ago, no one in the fashion had ever heard the name, Don Ressler. He was not always a fashion innovator. In fact, he did not know much about the fashion industry when Don Ressler founded Intelligent Beauty. Intelligent Beauty is one of Don’s first companies; aside FitnessHeaven.com and SENSA. FitnessHeaven.com and SENSA are both e-commerce platforms that focus on providing health-based products.

Read more: Forbes Magazine Features the Teamwork of TechStyle Co-CEO’s

What Don brings to the table is his keen ability to identify market trends. He has become an expert and spotting new opportunities and turning them into industry-leading brands. Fabletics is just a small part of a much larger company that Don founded. Don Ressler has always had a passion for combining his personal interests with business; thereby, making business more enjoyable. Both Don and his wife are passionate about fitness and health. They were both athletes who enjoyed wearing the latest activewear fashion. The problem that they noticed with activewear fashion is that it is often not the most fashionable attire. So when Don Ressler saw an opportunity to open another fashion-based business, he came up with the idea of creating a line of athletic wear that was stylish and affordable. Eventually, Don and his partner met with Kate Hudson about the idea, and she loved it.

Another industry-leading company owned by Don Ressler is TechStyle. TechStyle is probably the most profit-based success of Don’s career. Lots of other companies took notice of TechStyle’s success, leading to a $40 million funding of the company in 2013. Don wasted no time in using that money to seek out more growth opportunities. He hoped to expand the company’s markets, open new enterprises, and purchase other businesses that had massive profit-based potential. In 2014, TechStyle received an additional $85 million of funding. Before the year was out, other investors had added funding, bringing the fund total to $250 million in one year. With all that funding, it is no surprise that TechStyle announced it had made $500 million in profits.

Find out more about Don Ressler via Ecommerce-news.internetretailer.com
Read about Goldenberg and Ressler’s teamwork on the TechStyle blog.