In 2013 renown actress, Kate Hudson, created an athletic clothing brand for all women. The new product, Fabletics, was created to be athleisure wear for women. Fabletics is the epitome of athleisure wear serving as comfortable exercise clothing and everyday lounge wear. Kate Hudson designed Fabletic clothing with two goals in mind: affordability and healthy living inspiration for a diverse group of women. Fabletics has even been considered to “ take on Amazon” in terms of independent financial success. Some factors attributed for the success of Fabletics are: reverse showrooming which includes the encouragement of customers to become members online, exclusivity of product due to personalized offers, and data science.
The prices of Fabletics wear are much lower than that of companies like Nike, Under Armour, and Athleta while being more personalized. For $49 an individuals can obtain an entire work out outfit. A $49 purchase includes a top, sports bra, and bottoms based upon personalized preferences. Before the creation of Kate Hudson’s brand Fabletics women were left to choose between price or personalization. Few companies existed before Fabletics that allowed women personalization at an affordable price.
It is predicted that athleisure apparel will represent $83 billion in United States sales by 2020. Thus, it is important have the best variety and options for athleisure apparel possible, and Fabletics appears to be one of the best athleisure wear options for women encompassing both affordability and personalization. Through the promotion of her product Kate Hudson also promotes a healthy lifestyle for a diverse group of women in the United States with ranging size, age, and background. The Fabletics site even includes a fun Life Style Quiz to help women discover which personalized outfit best fits their lifestyle. The quiz includes information about exercise preference, work out location, and body type to best assess what Fabletic wear best suits each individual. If you are considered purchasing Fabletic wear I encourage you to see which personalized attire best fits your lifestyle by taking the Life Style Quiz ( https://www.fabletics.com/get-started).
Kate Hudson continues her successful career through the development of Fabletics a promising brand of athleisure clothing.