It’s very rare to see a celebrity genuinely succeed at business. Unless they already owned a business before becoming famous, usually their company’s survival is based on their celebrity presence. If they stop being popular, the company fails. And, most of the time, celebrities aren’t the ones actually running the business; they’re just the public face.
So, it’s incredibly surprising to see Kate Hudson doing the impossible. Three years ago, Kate Hudson got approached to be a part of a new type of activewear fashion company. Kate Hudson’s always been known for her brilliant fashion sense. This company would not only lend itself to her fashion expertise, but also her commitment to health and fitness.
Kate Hudson realized the lack of affordable and fashionable fitness wear. If it looked good, it was expensive; and if it wasn’t expensive, it looked terrible. Kate Hudson’s Fabletics perfectly combines stylish fitness wear with affordable pricing.
Based on Fabletic’s current success, Kate Hudson has exceeded all expectation. It’s not surprising that a fashion icon like her started a brilliant fashion company. It’s surprising that Fabletics is succeeding in today’s economy. Amazon controls 20 percent of the entire fashion e-commerce market, yet that doesn’t seem to be slowing down Fabletic’s success.
Following the strategy of other successful e-commerce companies, Fabletics is taking a chance on physical stores. Transitioning from e-commerce to local markets is incredibly difficult; not to mention all the new challenges facing today’s businesses.
While most companies fail due to offline browsing – online shopping, Fabletics decided to use people’s browsing habits to their benefit. By hosting events and getting to know local markets, Fabletics can build strong member-brand relationships. These relationships rely on each other for fashion assistance.
Each store using its local data to fill its shelves with items that local members are more likely to purchase. This, in turn, ensures that most visitors are already members. Additionally, it makes new visitors feel more appreciated; convincing them to become members in store. Fabletics also offers a lifestyle quiz for those still on the fence.
Fabletics is often reviewed by its members. One of its members noted having the ability to skip monthly payments. Whenever she wasn’t going to buy anything, she was able to skip that month’s membership fee.