When a new workout clothing brand makes comfortable clothes for women, word spreads fast. When they make the clothing affordable, word spreads even faster. Recently Kate Hudson, one of the most famous actresses in Hollywood, lent her star power and brain power to Fabletics. Fabletics is only a few years old but already it is the top name in athletic leisure clothing.
While it may be only four years old, Fabletics has only grown. Increases in sales have averaged 25% annually with no sign of stopping. Word of mouth has proven to be the secret, earning the company a loyal following. Other celebrities count themselves as members of the brand as well. Recently, chart topping singer Demi Lovato collaborated with Kate for a line of clothes for Fabletics.
Because of how easy it is to relate to Ms. Hudson, a woman who is known for being down to earth and honest, the two men who founded TechStyle Fashion Group knew they wanted to partner with her when they decided to bring new life to the athletic leisure clothing world. At the time it was nothing but boring colors and badly fitting outfits. Don Ressler and Adam Goldenberg paired up with Ms. Hudson to change that. As the face of the company, Ms. Hudson has been involved from the beginning. Her input on marketing, advertising, budgets, and designing has helped the company become an international powerhouse.
Fabletics memberships span across the globe, driven by women who want to feel comfortable and look good while improving their bodies. The company has risen to the top of the field because of beautiful, well made workout clothes. It has stayed at the top because of how wearing the clothes makes women feel. The clothing Fabletics produces makes women feel beautiful because it makes clothing for women of all shapes and sizes.
Another reason Fabletics is a stand out name is ease of access. The first step of membership is a simple quiz. It consists of matching the workout gear to the woman. After taking the quiz, a member can then shop online or go into a local Fabletics store, with more locations added every year. The results of the quiz are saved and their preferences will be easily accessible in either place, online or in store. The business model that Fabletics follows is extremely successful and only looks to get better with time, since keeping the customer happy is their goal.