The subscription based athletic clothing service Fabletics has captured the market since the company first launched in 2013 and has grown considerably in the three and 1/2 years since then. Since its inception, it has been helmed by actress Kate Hudson, whose original claim to fame was the movie Almost Famous.
The founders of Fabletics, which include actor Kate Hudson, set out to revolutionize the way women buy athletic wear. The brand was designed to offer quality, fashion forward athletic wear that is both durable and comfortable. Customers can order clothes from the convenience of home, something that consumers quickly realized was, once the internet and online retailer Amazon revolutionized shopping. Fabletics has grown exponentially since its inception. In fact, some people believe that the small company is giving Amazon a run for its money, especially when it comes to women’s athletic wear.
One advantage that Fabletics has over other online retailers is that they customize and tailor their selections to each and every customer. Not just through an algorithm, but through a quiz that is designed to understand each and every customer self-reported likes and dislikes. This online quiz is one of the first things new members see and takes only a few minutes. Becoming a member gives customers plenty of great benefits, including discounts and personalized selections that are sent to each customer on the first of each month. It’s easy, and it’s one of the biggest reasons why Fabletics has grown so fast.
Since the company was founded, it has grown quickly. Not only did the growth and potential of the company attract enough investors to be what Silicon Valley calls a ¨Unicorn¨aka a startup that has raised over 1 million in funding, but the online based company has been successful enough to start opening brick and mortar stores. Starting in 2016 the company has open 17 retail locations as of the middle of 2017.
Even though Kate Hudson is proud of the success she has achieved as the co-founder of a popular athletic wear brand, she still considers acting her main job and has no intentions of retiring anytime soon. Hudson takes Fabletics seriously and works hard to be involved in as much of the company as possible. She approves all of the designs and checks for quality, in addition to appearing in the vast majority of the advertising that Fabletics runs. Her level of involvement is a true testament to the quality and detail that Kate Hudson’s Fabletics have built the brand on.