Actress Kate Hudson has been showing off her entrepreneurial chops since she launched Fabletics in 2013. Over the last four years, the movie star has been developing one innovative strategy after another. In fact, the workout clothing brand has become so successful that it currently outsells Amazon’s athletic clothing department.
All About Fabletics
Hudson’s brand was launched in 2013 as a retail website. What gives Fabletics its unique edge is its subscription service option. While customers can shop using the website’s online shopping cart, they are encouraged to join the VIP membership program. This program acts as a subscription service, allowing customers to receive a full workout outfit in the mail each month for just $49.95.
VIP members have the convenience of letting Fabletics pick out outfits for them. Fabletics manages to do this by having new VIP members fill out a lifestyle quiz. This quiz is made up of questions regarding personal tastes so that it can determine which products will be most useful to each VIP member.
One Blogger’s Story
Teri Hutcheon, a lifestyle blogger and workout enthusiast, joined the VIP membership program so that she could enjoy the luxury of letting Fabletics select products for her. Plus, she was enticed by the value of the program. By paying the flat monthly fee of $49.95, VIP members actually pay less per item than they would if they purchased each item directly through the store’s online shopping cart.
When Hutcheon received her first Fabletics package in the mail, she immediately noticed that Fabletics items boast a high quality. The materials used ensure that each clothing item will last.
Consumer data suggests that people are more inclined than ever to shop for items online instead of in physical retail stores. Despite this trend, Hudson decided to launch a few brick-and-mortar Fabletics stores across the United States. However, these stores aren’t your typical retail outlets. Instead, they act as reverse showrooms, allowing customers to see products in person so that they feel inspired to join the online membership program.
This strategy is paying off. Currently, more than one quarter of the customers who enter a Fabletics store end up joining the VIP membership program. By allowing customers to try on Fabletics workout apparel and see how well each item is made, they discover that the deal of the membership program is irresistible.
Because of the success of this strategy, Fabletics will be opening up many more stores across the country in the next few years.
To start receiving a workout outfit in the mail each month, take the lifestyle quiz by visiting fabletics.com.