It’s always inspiring to see someone who is truly passionate about the work they are doing. I love seeing how passionate actress Kate Hudson is about the fitness wear line she spearheads, Fabletics. Much of their marketing shows behind the scenes videos of Kate and her team and it’s wonderful to see someone who isn’t just a spokes person but who really aligns themselves with the brand.
From day one, Kate Hudson has said that the reason she wanted to work with Fabletics was because she truly believes in the brand. She believes that fitness should be fun and that women should be able to express themselves through their workout gear no matter what type of exercise they are partaking in. She also believes greatly in the overarching vision of Fabletics, which is to connect women with high quality fitness wear that is affordable and trendy.
Fabletics is just that. Each piece in the Fabletics line is chosen by a meticulous team, which includes Kate Hudson, that look at consumer data and trends before including any new pieces. Kate Hudson herself is very active in this selection and she also checks sales data consistently for a comprehensive grasp on what articles her fans are loving in order to ensure maximum success.
Outside of sales data, Fabletics is passionate about using data in its online showroom. The online showroom has always come first for Fabletics, who pushes the model of a reverse showroom. The company only has a few brick and mortar stores, opened in select locations. These locations themselves are seen as a way to make the online experience better, which is the opposite view of many traditional retail stores that utilize the online store as an addition to their physical locations. The concept of reverse showrooming is becoming essential as today’s consumer either does not want to go into stores for long shopping excursions but rather order online from the convenience of their homes with the ability to compare prices across multiple platforms.
With Fabletics reverse showroom and membership packages, women seeking trendy and quality workout gear know that they are receiving the best price from Fabletics. They also know that the process will be incredibly convenience, with outfits shipped directly to their door and a simple return policy. The outfits are picked for each person after they take a Lifestyle Quiz (you can take it on Fabletics website), that learns about them and then saves those results for each monthly outfit.