If you ask Kate Hudson about her passion in life, she’ll tell you that she’s an actress above all else. Still, Hudson has managed to turn her start-up into a world-renowned brand that’s currently worth about $235 million. By turning Fabletics, her athleisure brand that began as an internet-based subscription service, into a fashion empire, the actress has demonstrated that she’s as competent as a businesswoman as she is a movie star.
The success of Fabletics is the result of Hudson’s devotion to understanding the modern consumer. For one thing, the brand started out following the subscription service model. For a small monthly fee, customers receive a complete workout outfit that is catered to their unique tastes. This eliminates the need for customers to spend hours searching through a lengthy online catalog in order to pick out an item that suits their individual style. In today’s fast-paced society, modern consumers appreciate this convenient approach to shopping for clothes.
Hudson has also proven that she knows how to market to the millennial generation. Statistics show that today’s millennial consumers are significantly more likely to purchase from a brand if they see positive reviews. Hudson has found a way to feature the brand’s massive list of positive reviews as a marketing strategy.
Perhaps, companies like Yelp and Google are responsible for this shift in how millennials determine whether or not a product is worth their money. For example, studies show that more restaurant diners check online reviews before settling on a place to eat than ever before. This same principle applies to retail. However, few businesses have found a way to use this to their advantage. Hudson, on the other hand, has used Fabletics’ positive reviews to boost revenue and increase traffic. In addition to encouraging customers to leave reviews, she proudly displays positive reviews on the brand’s various social media pages.
While fashion experts are declaring that the athleisure trend is over, Fabletics continues to grow in revenue. This is partly because of the value of Fabletics apparel. Items featured on the brand’s website are incredibly affordable while exceptional in quality. However, it can’t be denied that Hudson’s persona helps boost sales. Her social media presence has proven that her likability makes her the perfect face for a retail brand.
Hudson’s business partners can’t stop singing her praises. She has been heavily involved in the brand’s daily operations since day one. Hudson herself is credited as the innovator of the brand’s most successful marketing strategies. The actress even spends time overseeing the designing process of the brand’s apparel items, ensuring that every item is both stylish and high in quality. Her own affinity to athletic apparel, as demonstrated on her enormously popular Instagram account, guarantees that the design process is always fresh and exciting for her.
Although Hudson considers herself an actress first, her business savvy proves that she’s got quite a few tricks up her sleeve. Fabletics has grown by over 200 percent since its 2013 launch while other athletic apparel brands are losing steam. Clearly, she’s a natural entrepreneur who is transforming the way that we approach online retail.