Launched in 2013 as part of the TechStyle business empire, Fabletics has seen one of the fastest growing customer bases in the Online retail industry. Fabletics has proven such a success it has already surpassed one million paying members and is embarking on a period of growth including a determination to establish a series of physical locations across the U.S. where a member can try and purchase items as part of their monthly subscription. Technology is playing a major role in the development of Fabletics as a brand to be trusted, but the traditional word of mouth marketing approach is playing a role in creating a large amount of buzz about the brand closely linked to the actress Kate Hudson.
The way people shop in the 21st-century is placing new demands on a retail industry where the need to operate across both the Internet and in physical locations is causing many issues for leading brands. Fabletics launched as an Online only subscription based platform where detailed information about each member was used to develop a new way of exploring the choices available to every member; upon joining Fabletics an individual completes a lifestyle quiz revealing much about their lifestyle and exercise regimen which every person can undertake to make sure they understand just what Fabletics has to offer.
Across much of the life of Fabletics, the company has sought to ignore the traditional marketing options open to them in building a customer base and has instead relied on customer reviews and the public image of Kate Hudson to build a loyal fan base. One of the many options undertaken by Fabletics has been to highlight the positive reviews made about the brand as the majority of Online customers seek out the reviews of real customers when making a decision about a brand.
Alongside the growing trend for the use of customer reviews, the image of Kate Hudson as both a brand ambassador and partner in the company has added to the success of the company. Hudson was always the first choice of executives at TechStyle when the brand was being developed as her image of living a happy, healthy life was seen as the perfect accompaniment to the emerging Fabletics brand. The “Almost Famous” actress has used her own social media platforms as one of the top ways of marketing the brand as she is often pictured wearing designs by Fabletics in her everyday life. The pride Kate Hudson obviously feels about Fabletics can be seen in the fact she created her own advertisements using a Smartphone as the camera following the actress as she went about her everyday life wearing the athletic wear designed by Fabletics.