Having observed the gap in the activewear market, wherein there are plenty of luxury brands while there are few high-quality yet affordable choices, Kate Hudson partnered with JustFab Inc. to offer a stylish lifestyle brand at a more reasonable price.
Fabletics, the brainchild of Kate Hudson and JustFab Inc. CEOs Don Ressler and Adam Goldenberg, launched in 2013. Since then, the business model has over 1 million online VIP subscribers and boasts more than $300 million revenue a year. The company that only started online is now available in U.S. retail stores and also reaches the international market.
Its website features the different designs of activewear, fitness, and workout clothes. Aside from traditional retail shopping, they also offer a "more flexible" style of membership through VIP membership. Meanwhile, new website visitors are asked to take a short lifestyle quiz that would give personalized outfit recommendations.
Though the more flexible membership seems incredibly successful for Fabletics, it was not easy from the start. Hudson admitted that it took time for customers to fully catch on with the concept. But she emphasized the importance of having an excellent product and being a trustworthy company.
"You always want to keep your customer--you're not always going to keep every customer--but customer service is a huge part of us digitally native companies," Hudson told CNBC, adding that it is what Fabletics is focusing on.
Moreover, on dealing with criticisms, Hudson stated, "You don't get into a business to not have happy customers. You get into business, to make sure everyone's happy. You also realize too though, it's kind of a sign of success when sometimes negative things come your way — it means that it's getting big. So it's kind of a catch-22."
For more information about Fabletics or to order online, visit www.fabletics.com
Fabletics, the brainchild of Kate Hudson and JustFab Inc. CEOs Don Ressler and Adam Goldenberg, launched in 2013. Since then, the business model has over 1 million online VIP subscribers and boasts more than $300 million revenue a year. The company that only started online is now available in U.S. retail stores and also reaches the international market.
Its website features the different designs of activewear, fitness, and workout clothes. Aside from traditional retail shopping, they also offer a "more flexible" style of membership through VIP membership. Meanwhile, new website visitors are asked to take a short lifestyle quiz that would give personalized outfit recommendations.
Though the more flexible membership seems incredibly successful for Fabletics, it was not easy from the start. Hudson admitted that it took time for customers to fully catch on with the concept. But she emphasized the importance of having an excellent product and being a trustworthy company.
"You always want to keep your customer--you're not always going to keep every customer--but customer service is a huge part of us digitally native companies," Hudson told CNBC, adding that it is what Fabletics is focusing on.
Moreover, on dealing with criticisms, Hudson stated, "You don't get into a business to not have happy customers. You get into business, to make sure everyone's happy. You also realize too though, it's kind of a sign of success when sometimes negative things come your way — it means that it's getting big. So it's kind of a catch-22."
For more information about Fabletics or to order online, visit www.fabletics.com
