Kate Hudson co-founded Fabletics in 2013. She’s most known as an award-winning actress and fashion icon. Being a fashion icon, she’s always thought about starting her own fashion line but never heard the right proposal. When the e-commerce juggernaut TechStyle Fashion Group approached her, she jumped at the opportunity.
Fabletics is now one of the more beloved activewear brands in the world. Activewear isn’t new to fashion; the market’s been dominated Under Armour and Lululemon for years. Overcoming powerhouses like that was an amazing accomplishment for Fabletics. The brand offers a lot that the competition would never dare.
For a start, Fabletics is affordable. Fabletics isn’t the only affordable brand, but their fashion is on-trend, which is what sets them apart. There aren’t too many popular companies producing on-trend, affordable fashion lines. In fact, no activewear company produces on-trend, affordable fashion lines. They’re either on-trend and expensive or affordable and boring.
The reason Hudson wanted Fabletics to be different in that way is to get more women involved in active lifestyles. If women look good and feel comfortable in activewear, they might be more likely to start living a healthy lifestyle. That’s the mission behind the fashion of Fabletics.
America’s struggle with health is a big issue to Hudson. She’s quickly becoming an advocate for health and fitness. She even features herself in Fabletics to show that it’s actual activewear. Companies sell better when even the executives actually wear their own products. It’s suspicious when they don’t.
Involved executives affect the company’s online reputation. Today, reputation is more important than ever. In a social media society, too many bad reviews can turn customers off. One study revealed that people won’t deal with a company with bad reviews. This puts a lot of pressure on companies to succeed.
Reviews changed the markets in drastic ways that no one could’ve predicted. For decades, companies determined what a high-value brand was but no more. People don’t trust traditional marketing and advertising. They’ve been burned too many times by companies only interested in profit margins.
Now, the power belongs to the crowd. That power is intensified by sites like Yelp and Trustpilot. Trustpilot is the largest review site in the world. They get 20,000 new visitors to their site.