For four years, Kate Hudson’s athletic apparel brand Fabletics has been providing women of all shapes and sizes with the most stylish and edgy athletic clothing available. The brand has marketed its extensive inventory with cutting-edge techniques that have earned the company over $250 million since its launch.
In fact, Fabletics is such a popular brand that it is outselling Amazon’s workout gear department. To understand how Hudson managed to pull off such a feat, one must look at the fearless approach to running a fashion business that the Hollywood actress possesses.
The VIP Membership Club
What immediately set Fabletics apart from its competitors was its highly innovative VIP membership program. Acting as a subscription service, the company sends subscribers a complete exercise outfit each month for a fee of $49.95. VIP members are welcome to opt out of the program at any time. The outfits are handpicked by Fabletics based on the lifestyle quiz given to new subscribers. This quiz gives Fabletics an idea of what types of workout clothes each subscriber likes best.
Blogger Teri Hutcheon has been a VIP member for a couple of years because she loves the quality of Fabletics clothing. While many workout clothes start to lose their elasticity and the vibrancy of their colors over time, Fabletics clothes are clearly built to last.
When bloggers Joanie and Heather received their first Fabletics packages in the mail, they were delighted by the quality of the clothes as well. Plus, they were thrilled by the fact that Fabletics managed to pick out items that they loved.
Now, Kate Hudson is shifting her attention to developing brick-and-mortar Fabletics stores. While more and more shoppers are choosing e-commerce over brick-and-mortar retail, Hudson is boldly opening these stores to act as reverse showrooms. The concept was first introduced by Apple. Hudson is the first to try this technique out on a fashion business.
Reverse showrooms aim to encourage customers to purchase items online by allowing them to see and feel the products in person. In Fabletics’ case, the goal is to get customers to join the VIP membership program after trying on the athletic clothes and seeing for themselves the level of quality and style that each item possesses. The technique is paying off. About one quarter of shoppers have since joined the VIP membership program.
If you love stylish workout gear, visit the Fabletics website and take the lifestyle quiz in order to start receiving your complete workout outfits each month.