Athleisure Brand Fabletics Stands Out Using the ‘Power of the Crowd’

Kate Hudson is best known for playing Penny Lane in the 2000 film Almost Famous. Now, the actress has confidently taken on a new role as a savvy businesswoman with her athleisure clothing brand Fabletics. The brand has grown immensely from its startup days in 2013 to a company worth $235 million today.


What’s the secret to Fabletic’s success? Hudson’s company recognizes just how influential customer reviews can be. The greater the number of positive reviews that a product or brand has, the higher their search ranking. Customers are also more likely to purchase a product after reading positive reviews. This establishes trust between customer and brand, which leads to more repeat purchases and returning customers.


At Fabletics, the customer is truly at the heart of their business model. Their distinctive Lifestyle Quiz helps you determine the perfect workout wear for the type of exercise you enjoy. The company gathers data on what products are getting the most buzz on social media and what’s getting purchased most frequently on the site. This allows Fabletics to be more streamlined and produce only what’s popular. Kate Hudson is incredibly involved in the process: with the support of Fabletics parent company TechStyle Fashion Group, she oversees everything from designing new products to reviewing sales numbers.


Another source of the brand’s appeal is the Fabletics aesthetic, which is grounded in the broad accessibility of its founder: Kate Hudson is known for being a down-to-earth woman with an active lifestyle. Customers can relate, and this translates to a projected $250 million in sales for 2017. Fabletics is even bringing back brick-and-mortar stores at a growth rate of 644% in 2016 across 22 locations. This defies many predictions about the so-called “death of retail” that other brands are experiencing.


Fabletics has also expanded into celebrity partnerships: most recently, pop singer and actress Demi Lovato has designed a capsule collection for the brand that focuses on reflecting inner confidence.


With such impressive numbers behind them and a loyal membership base that ranks 1.2 million strong, the future of Fabletics is a very stylish one indeed.