When you think of a company that went from a small startup to $250 million in sales in just three years, you may think of the many tech startups in Silicon Valley. When you think of a company that saw triple digit growth in its first year and 43% growth in its second, you may also be thinking of one of the tech giants. However, that unicorn of a company is Kate Hudson’s Fabletics. The company is under the brand of parent TechStyle Fashion Group and has exceeded early investors wildest expectations and only continues to grow each day.
Fabletics is now taking on the biggest names in online athletic wear sales, including mega giant Amazon. Fabletics is gaining ground daily away from Amazon by using the reverse showroom technique to provide its customers with the utmost best user experience while not bombarding them with offers and additional items they may not want. There’s a saying “play with it in the store, buy it on Amazon,” that is synonymous with how today’s buyer works. They visit the store, try on the product and then look for cheaper prices. Fabletics’ reverse showroom technique means that its customers never have to visit a store to know they are getting the best quality products tailored to their specific wants and needs. How do they do it? Well, they start with a lifestyle quiz. This quiz asks questions about customers’ workout preferences, their personal style and, of course, about their size. From there, the algorithm generates a unique user profile. This means that each month, when Fabletics members receive their outfit, it is custom tailored just for them. There is no need to spend hours searching – whether that be in a store or through Amazon’s many sellers that may or may not be based in the U.S. and may or may not be out of stock.
Aside from the company’s genius reverse showroom technique – Kate Hudson herself is at the heart of Fabletics’ major growth. From day one she has committed herself to being not just the face of Fabletics but a hands on team member. She attends sales meetings, views and approves inventory and knows exactly which pieces are liked by members and which are not.
A recent article in Forbes noted that while Kate Hudson will always be an actress at heart, she is wholly set on being continually hands on with Fabletics. She states that she wouldn’t be a part of a company she didn’t believe in – and she definitely believes in the future of Fabletics!