Kate Hudson’s activewear brand Fabletics has quickly risen to the top of it’s field. Featuring eye-catching designs and affordable prices, Fabletics is certainly standing out from the rest and giving big name competitors like Amazon a run for their money.
Fabletics has found success by encouraging a technique called “reverse showrooming.” Showrooming itself is when customers view or try on a product in a store, then buy it online at a later time, perhaps for a cheaper price. Reverse showrooming is just the opposite— customers will view products online to help them make decisions about which products to buy in a brick and mortar store. This has helped the Fabletics brand because it allows customers to enter a store already in the mindset of making a purchase, and this can encourage them to buy more because they were already entering the store with the intent of purchasing.
This also means that when customers shop online and in store, the clothes they like are added to their membership profile. This means that in the future, online suggestions are based on things the customer has already showed interest in. This works in favor of both the customer and the brand, as it allows customers to find things that are perfect for them and it makes them more likely to purchase those items.
Hudson herself is very proud of the brand. The “athleisure” style clothes are actually something she wears in her everyday life, and many consumers are reassured by the idea of a celebrity figure endorsing a product they actually use. The idea that the average woman can wear the same activewear as Kate Hudson makes them more likely to buy the product, especially when they see photos of Hudson herself actually using the products in her life. Consumers are always more willing to give a new product a try if they know that the celebrity endorsing that product actually uses it.
Hudson has been heavily involved in the brand from the very beginning, and has been able to mold the brand into something she is proud of and happy to represent. Her involvement as well as the business model itself are two of the many reasons that Fabletics has quickly emerged as one of the most influential activewear brands.