Since the launch of Kate Hudson’s athletic clothing brand Fabletics in 2013, the movie star has unveiled a plethora of fearless and unique business strategies that has set the company apart from its competition. Hudson’s innovative techniques have earned the company a remarkable $250 million in just four years.
Part of what has made the brand so successful is its innovative subscription service model. Today, the concept of the subscription service retail model is everywhere. However, in 2013, it was a fairly new concept that Hudson boldly jumped on.
Fabletics’ VIP Membership Program
Those who visit the Fabletics website are urged to join the VIP membership program which follows the basic subscription service model. For a flat fee of $49.95 each month, subscribers get a full workout outfit sent to their door on a monthly basis. Each workout outfit is selected for them by Fabletics based on a lifestyle quiz that subscribers take when they sign up to the program.
In addition to this unique and convenient business model, Fabletics customers are also drawn to the brand because of its extensive selection of highly fashionable workout gear. Hudson herself has curated countless exercise staples like sports bras and jogging pants with high-tech fabrics, stylish prints and high-fashion details.
Joanie and Heather of The Krazy Coupon Lady have been VIP members for well over a year. They initially joined the program because of its value. At $49.95 per month, they could receive high-quality workout clothes at affordable prices. When they received their first Fabletics outfits, they were dazzled by the fit of the clothes as well as the quality.
Teri Hutcheon of afoodiestaysfit.com also joined the program because of its convenience. She loved the fact that Fabletics would select an outfit for her, saving her time. She’s still a member today thanks to the impressive quality and fit of the products that she receives each month.
Recently, Hudson has begun to launch several Fabletics stores around the country that serve as reverse showrooms. These stores encourage customers to come in and try on Fabletics clothes. While they are in the store, they are heavily encouraged to join the VIP membership program. About 25 percent of Fabletics store shoppers are now VIP members. The company will be launching its first overseas brick-and-mortar stores in the next few years.
If you want to see what stylish outfits Fabletics has in store for you, fill out the lifestyle quiz on the Fabletics website today.