Actress Kate Hudson co-founded Fabletics in 2013. Usually, celebrity-owned businesses don’t do that well because the celebrity doesn’t know what they’re doing. Fabletics found success in an already dominated market thanks to Kate Hudson’s genius; not her celebrity. Within the first three years of operation, Fabletics became a $250 million revenue stream.
Fabletics uses a personalized subscription mechanic that’s led to 1.2 million members. Having such success in the e-commerce market, it’s no wonder the brand now has 18 retail stores. Members just can’t seem to get enough of the on-trend fashion at half the price of other brands.
No matter how successful Fabletics becomes, no one at the company forgets what they’re there. Until Fabletics, there were no companies making on-trend activewear at affordable prices for every woman. For some reason, people don’t believe that big girls want to be healthier. Hudson wanted to make all women feel encouraged to take that first step toward getting healthy.
That’s why Fabletics produces products for all women, regardless of size, age, or health status. Fabletics products are not just for looking good but also for feeling good. Recently, Fabletics took another big step by adding plus size products to their site.
Finding success in a dominated market was not easy. Hudson had to use a number of business and personal skills learned throughout her life. The first step to success is the same for all business ventures: identify any and all market opportunities. When it came to activewear, being one of the few companies selling fashionable products for half the price was a wide-open market.
Also, Hudson remains hands on. She goes over sales numbers and attends every meeting to make sure that everyone’s on the same page. She even works with her marketing team to up with creative and innovative ways to show members that Fabletics is for every woman.
The greatest Hudson lives by is living her passion. Life is too short to focus on fears and doubts. She learned from her mother to follow her dreams and take risks. It’s because of her fearlessness that Fabletics exists.
That energy is what Fabletics brings to its members. Members get to take their own journey at their pace. It’s why there are so many styles on Fabletics; to slowly inspire instead of forcing.