Most fashion companies like to say that their products are about making customers feel better about themselves. In truth, it’s usually about the money. People are a lot more gullible these days than they were a decade ago. As long as a company can maintain some form of brand recognition, people will buy from them.
That is not the case with Fabletics. Co-founded by award-winning actress Kate Hudson, Fabletics has heart. In 2013, when Kate Hudson got the chance to join the fashion juggernaut TechStyle Fashion Group, her priority was creating an activewear brand that stood apart from all other brands.
While others “talk trash” about Fabletics, Fabletics continues to excel. In the four years since its founding, Fabletics grew an online audience of more than 20 million followers on social media. It also has added 18 retail stores to its revenue stream. And by the looks of its social media account, it plans on adding more by year’s end.
The grand idea of Fabletics is to offer high-quality fashion at affordable prices. That’s how the brand’s been able to overcome all the negativity surrounding its membership model. Despite what people are saying, members just can’t get over on-trend fashion at half the price of what other companies are charging.
For Kate Hudson, Fabletics is meant for more than just e-commerce success. Profit isn’t nearly as important as making every customer feel special. Too many fashion brands are profit-focused or shape-biased. Fabletics is meant to inspire every woman; regardless of size, age, or ability.
Fabletics doesn’t just want to inspire women to look their best. It also wants women to feel their best. Part of looking and feeling great is living a healthy lifestyle. That’s why Kate Hudson created an activewear line instead of just casual clothes.
What most members find shocking is that the quality of Fabletic’s products rivals that of more expensive brands. According to one member, the pair of leggings she bought from Fabletics is made of an amazing quality. To this date, those leggings maintain their compression and shape and haven’t faded.
The biggest draw for Fabletics is the combination of styles and affordable prices. Nowhere else can people get such high-quality fashion for those prices. Fabletics even offers a free lifestyle quiz for non-members who are on the fence about joining.