How Kate Hudson’s Fabletics Rose to the Top with a Reverse Showroom

When Kate Hudson co-founded Fabletics, she wanted it to be something different. She wanted to have a company that stood out from the crowd as an innovator in the apparel industry. Athletic wear has transitioned from something merely functional, to a way to express personal style. She wanted to offer the highest quality athletic wear that was still affordable, while being ultra-trendy. Here, Fabletics was born.


At this point, most people are familiar with Fabletics. Most people have seen the fresh face of Kate Hudson sporting a variety of Fabletics outfits while she participates in various workouts. What a lot of people don’t realize is that Kate is incredibly involved in the day-to-day operations of Fabletics. She partnered up with TechStyle Group to found Fabletics under the notion that she didn’t want to be simply the face of the company in ad campaigns. The company is truly her brainchild and she stays actively involved. Kate directs social media strategy, helps direct advertising campaigns and monitors sales trends to decide on style styles. She firmly stated that she wouldn’t be the spokesperson for a brand she didn’t truly believe in. Of course, Kate rocks her Fabletics gear all the time.


Fabletics has seen a lightning rod of success. That success seems to have had a snowball effect in 2017. The brand is literally everywhere. Fun, brightly colored leggings and creatively cut tops fill gyms and yoga studios everywhere. It’s not untypical to hear ladies discussing the different patterns and styles.


One reason Fabletics has become so popular is due to the use of the reverse showroom technique. This means that Fabletics members and potential buyers can visit an entire showroom on the website, rather than having to spend time in the stores. The Fabletics digital experience is completely seamless whether you visit from a phone or computer. This is great for people with busy schedules (I guess that is everyone) who don’t have time to do much shopping. These people can easy take five or ten minutes to visit the Fabletics website from anywhere they have a few minutes free.


Fabletics has a fun Lifestyle Quiz that will tell you a bit more about your athletic wear style. The quiz has just a few short questions about workout preferences and style. The result of the quiz is an online experience tailored specific to each person’s individual style and preference.

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