The brand got more popularity as Fabletics was celebrating its first collaboration with the pop star diva, Demi Lovato.
Even she loves Fabletics as she finds their clothes cute. She likes the brand too as it is about inspiring as well as empowering women so that they become their best version. It talks about making them strong, no matter how their physical appearance is.
Fabletics is a highly fashionable athletic brand. It is a highly inclusive brand that empowers women. Within just three and a half years, this brand has grown from being a little startup into a company that is worth $250 million. This is something that is good for an actress who does not have any business background.
It was in 2013 that the founders of another company, namely, TechStyle Fashion Group, who are Don Ressler along with Adam Goldenberg, decided to start such a brand. This is because there was no stylish, or affordable or a quality athletic brand available at that time. All that was available was black or gray workout gear for women that was grossly overpriced at that time.
These two wanted things to change, but they required a partner. They decided to rope in Kate Hudson. This is because she is an approachable person, who is fun and has a highly active lifestyle. Gregg Throgmartin is the President of Fabletics who highly appreciates her involvement.
Kate Hudson is highly involved in everything. This includes reviewing of, devising social media strategy, designing process, styling and so on. She is closely clued into everything. She knows the sales numbers. Hence she knows exactly which clothes sell and which do not.
In fact, she is one celebrity who uses what she endorses. People can easily believe that Kate would be wearing her Fabletics gear when she goes to the gym.
Throgmartin is well aware that Kate Hudson will only do things that she finds authentic and believes in.
Hence Fabletics has experienced investors, a celebrity founder, and a good back-up. Still, it was not so easy to achieve success. They experienced several hurdles before being on a path to success.
The company wanted to provide the best products in the industry at nearly half the price. They had the first order that was for nearly $300k in inventory. But the quality was so bad that they had to throw it away. This delayed their launch by six months as they wanted to make a product of better quality. But they are happy with the delay as they are serious about quality.
In addition, Kate Hudson had to face negative press too, from other celebrities as well as others on social media. This was regarding Fabletics membership model being a scam and their most popular items being sold out.
She is focused on clear communication being a priority. Hence the customer service department at Fabletics has been upgraded. There is a new data system which ensures proper inventory levels at all times. This is why Fabletics has managed to achieve the top rating. This has come from the Better Business Bureau within just 18 months. Even their customer satisfaction score has improved in a big way.
This kind of commitment to quality has helped Fabletics to grow quickly.