These days, everybody’s trying to start their own business. But thanks to celebrities and pop culture, the only businesses people want to start are fashion companies, or they want to create the next big trend. In reality, most celebrity-owned businesses only succeed as long as that celebrity stays famous.
That is not the case when it comes to Kate Hudson’s Fabletics. Kate Hudson’s always been known for her brilliant sense of fashion; she’s a fashion icon. But she didn’t just start any kind of fashion brand; she started Fabletics, an activewear fashion brand.
In recent years, more people have become health-conscious. As health becomes part of their everyday life, young people wanted their fashion to suit the new life style. Activewear, or athleisure wear, combines workout clothes with the laid-back feeling of casual wear. People, in particular, millennials, can go straight from the gym to hanging out with friends.
Fabletics found success where many others failed. With Amazon dominating, it’s nearly impossible to succeed in fashion. Thanks to ingenuity, Fabletics bridged the gap between fitness wear and stylish fashion; making itself a huge success in the process. That’s why Fabletics is now a $250 million company.
It wasn’t easy for Fabletics to find success in today’s market. Success in any industry is no longer as easy as it once was. In the past, companies only needed to have good prices and quality products or services. These days, consumers care about more than price and quality. Companies have to go that extra mile for their customers.
In Fabletic’s case, going the extra mile was always part of the plan. That’s why they chose to use a subscription mechanic in the first place. This allowed them to get to know each member on a personal-fashion level. And now that consumer-brand relationship is reflected in Fabletics stores all across the country.
For their physical stores to succeed, Fabletics relies on member-brand relationships. They also use special events to get to know the local markets. That allows each store to stock its inventory with products local members are more likely to buy.
Finding something to buy from Fabletics is one problem no one should have. Fabletics even offers a lifestyle quiz that allows none members to see the outfits that would be recommended to them if they were members.