Fabletics, Redefining Athletic Gear for All Women

If you thought Kate Hudson was only about making movies, you’re in for a big surprise. In recent years, the actor has moved into fashion in addition to her normal spot on Hollywood’s red carpet scene. She has been a driving force for design and spokesperson for Fabletics. The company offers a new approach to athleticwear for women. Incorporating fashion, versatility, and comfort the “athleisure” model of clothing design has taken off with a boom. Since 2013, Fabletics has risen from a small startup to over 250 million in revenue. Hudson was sought out for her strength in what she stands for. While she still considers herself an artist above all else, Hudson not only sports the athleisure look herself publicly but also is involved with the operations side of the business.

 

The Techstyle Fashion Group sought out to make quality athletic clothing that would be comfortable and liven up the bland look that had been on the market for so many years. Above all else, the company values quality. It’s reported that the company had forgone $250k in merchandise due to poor quality, also delaying the launch of the line by about half a year. Combining Hudson’s strong convictions along with business and marketing savvy entrepreneurial efforts the company took off and has enjoyed much success in recent years. Recently Demi Lovato has also been involved in launching her own line created by Fabletics. Lovato not only touts the clothing, she also has publicly stated she is a strong believer in what it stands for. Having a company that incorporates all different types of women and lifestyles was a key factor in her choice to join in with her own line.

 

One of the company’s biggest advantages is that it uses a business model known as the “reverse showroom technique.” This strategy allows customers to visit a retail location to see the products before they commit to a monthly subscription. The model also benefits the company by allowing in-store merchandise to be limited to only what is needed to be on hand. The personal service combined with the comfort of shopping from home has benefitted the company and its customers in many ways. It also helps keep prices affordable, a primary concern to both the creators and consumers. The website https://www.fabletics.com/ is available to preview, order and subscribe to Fabletics. The company also helps define the style that’s right for its customer’s by offering a lifestyle quiz to find the best athleisure gear possible.