Fabletics: A New Approach to Showroom Technique

Kate Hudson is American actress who has featured in popular films. When she was approached with the idea of working with a brand to market workout apparel, she was thrilled. Fabletics is a fitness brand that aims at providing unique and comfortable activewear for women. The brand is unique because it provides clothes for all shapes and sizes. The brand however faces stiff competition from established brand like Amazon, which has been operation for the longest time and controls the market. Amazon boasts of wide market presence, and this makes it difficult for new companies to shine. Most companies try their luck in the clothing industry, but are soon driven out due to big competitors. However, Fabletics has proved that it is here to stay. Hudson’s company has been successful in the last five years and it is continuing to shine. The company made $250 million in three years, making it one of the companies to watch in the clothing industry.


Reverse Showroom Technique


Kate Hudson has managed to grow the company using the reverse showroom technique and the subscription service. The reverse showroom technique allows customers to pick items in Fabletics stores and put them in their online shopping carts. This technique is facilitated by the subscription service. Customers have the option to subscribe to services online, and are allowed to buy both online and stores without cash payment. The reverse showroom technique has not been used in the clothing industry before. Kate Hudson has also used social media to advance the company. Fabletics is on Twitter, and Instagram, and customers are free to share ideas and give feedback on products. Social media enables the company to filter clothes and determine those they need to take out and ones they should restock.




When Fabletics was created, the management needed an influencer to push the brand in the market. They decided to partner with Kate Hudson because of her appeal and good work ethics. When Kate came on board, she suggested useful ideas like working with other firms to improve the image of the brand. Kate worked hard to convince clients to buy from the brand. Moreover, the use of social media and reverse showroom technique has helped the company soar to great heights. The subscription option allows customers to issue monthly payment and have clothes delivered to them. The dedication, leadership, and management skills of Kate Hudson have enabled Fabletics to defeat big companies in the clothing industry.

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What Other Companies Think of Fabletics

When the Huffington Post recently talked about the things that Fabletics was doing, they tried their best to highlight all the positive parts of the company. They knew they would need to make sure they were offering their customers a look at what Fabletics was really like, but they found the company was truly doing a great job at running a business that was meant to be a brand disruptor. It helped them see the positive side of what the fashion industry would look like in the future and gave them the hope that came with having convenient products for everyone who needed them.


Kate Hudson has stood by the brand from day one. She is the celebrity ambassador who works hard to make sure people understand what Fabletics is doing. She even designs some of the clothing because it is a company she is passionate about. When people see her wearing the clothes, they know they can be just like her and purchase the same outfits from Fabletics. It helps them realize they have a chance to be a like a celebrity and makes things better for them. For Fabletics to do this, it meant they had to put a lot into the effort they had to get their brand on the right track.


Even the reverse showroom is part of who they are as a brand. People who visit Fabletics may be confused that they are only able to see a few things on the site, but that is intentional. By only showing customers things that match with their likes, Fabletics is giving them a chance at a personalized shopping experience. It is similar to what they would receive if they were in a school with a private shop assistant to help them with the choices they had.


The point of the reverse showroom is that customers are able to see things based on what they like. The company finds out what they like by requiring them to take a style quiz. The quiz goes over things like the type of clothes they normally wear and what they plan to do with the athletic clothing Fabletics has to offer. It will give the stylists a chance to make sure they are giving the customers the best clothes possible. It is what the company has used for their entire life and it has made them a positive part of the industry.


If Fabletics continues to do well like The Huffington Post is predicting they will, other companies will likely use the same tactics. It has proven successful for Fabletics so others can use it, too. It makes sense for people who are in different situations to use these things and to make them better for their customers. Customers are able to have the most convenient shopping experience possible through companies. The ones that use the same business practices as Fabletics are the ones that will have the most return customers who want more from the business they are dealing with.

Fabletics – Taking on Amazon

Retail stores in America and the world are always competing. A company that has made headlines recently is Kate Hudson’s Fabletics. According to experts, it may be the store that will give Amazon a run for its money. Fabletics must be gaining momentum and looking to get a competitive edge. This athleisure company has plans to open up to 100 stores in three to five years according to Forbes.


Forbes Insight on Fabletics


In 2016, Forbes discovered the company had only six traditional brick and mortar stores. Of these, only 40% of the sales they make are from clients who are ‘members’ of a subscription program provided by the company. With this in mind, the remainder of sales is derived from online stores owned by the company. Primarily Fabletics is an e-commerce retailer.


The company has come a long way to prove it can challenge current online giants. Despite stores such as Amazon stating they are ‘not threatened’ by the company, they seem ‘worried’ about the roll out plan for Kate Hudson’s company. Their subscription plans are very transparent and majority, if not all, subscribers of the same have provided positive comments.


To ensure all its customers are satisfied, the company has been tirelessly improving its customer service department. By April of 2016, it had rolled out a plan to ensure customers could be served 24 hours a day. Additionally, they implemented a strategy that would ensure clients experienced short wait times.


CEO and Co-Founder Comments


In an interview with Forbes, Fabletics’ CEO and co-founder sated the company was planning to completely mirror their stores to the online experience. Some consumers were of the opinion they had to get memberships in order to purchase low cost apparel. According to Goldberg, this was a misconception due to lack of sufficient information.


The CEO said their customer care desk was able and willing to assist any current and/or potential client get the apparel of their choice. He insisted subscription was optional and not mandatory as stated by some sources.



In a bid to improve customer service, Goldberg stated that the company has been undergoing something of a makeover. The stores might be the next step to revamping the company and giving it an edge against other competitors. By October of 2016, the company had done an audit that made it consider making changes to some of its policies. By the end of 2016, Goldberg reported that complaints they received were about five in a month. This is a great achievement of any online store seeing that consumers may complain about anything albeit small.


Marketing Schemes


Fabletics has made changes to its marketing schemes. For example, it mocked Lululemon’s see-through pants debacle and high price tags in a series of YouTube videos. Forbes has predicted that the company plans on opening new brick and mortar stores near Athleta and Lululemon units. This may be attributed to the fact that the CEO stated that Fabletics does very, very well when located near either of these stores.



This may be because Fabletics offers a cheaper alternative in majority of products its competitors have on offer. With this trend, it may be the next ‘big buzz’ in the United States.

The Genius of Kate Hudson’s Fabletics

Every few month or so, a new celebrity launches a product or company that’s supposedly their own idea. In truth, it’s usually someone else’s idea, and they’re just using that celebrity as the face of the company. But, every so often, a celebrity comes up with their own idea.

One such celebrity is Kate Hudson. Throughout the years, Kate’s been known for her brilliant on-camera performances; her actively healthy life style; and her fashion sense. Since she doesn’t see herself teaching acting classes, she chose to launch Fabletics.

Fabletics is an activewear fashion brand that uses a subscription mechanic to sell its products. While that doesn’t sound like it would work; surprisingly, it’s crushing the competition. Activewear is becoming increasingly desirable, especially among millennials. The problem with most activewear brand is that they’re ugly and boring, or they’re too expensive. Fabletics set out to solve both those problems.

Kate Hudson struck gold when she created Fabletics. The brand quickly became one of the most popular fashion brands in the world. In just three years, she’s grown a $250 million company. Not even Amazon has been able to knock Fabletics off its throne.

Fabletics found a way to become a high-value brand. Part of Fabletic’s success comes from the unique way it was founded. From day one, Fabletics has focused on its customers. It’s that type of customer appreciation that modern consumers care about.

Success in today’s economy is a lot harder; there’s more work than there used to be. Not to mention, there are thousands of companies selling the same products that have to compete for online attention. Despite that, Fabletics has found so much e-commerce success; they’ve decided to begin opening physical stores.

Fabletics has done a brilliant job of opening physical stores. So far, the company has 16 stores and plans on opening before the year’s end. Thanks to the company’s creative start, Fabletics stores are using events and other activities to build relationships with local members.

These events are also a way for the brand to welcome new members. By using various tactics, like a lifestyle quiz that shows people what outfits Fabletic’s fashion experts would recommend for them, to lure more people to their stores; they’ve found great success.