Hudson’s brand is not only fiercely competing with Amazon, who currently owns about 20% of the online athletic apparel space, but has become the top player in the subscription based model for fun and trendy athletic gear.
One of the reason’s for the company’s success lies with Hudson’s passion for the company. In a recent article published by CNBC is was very apparent that not only is she a very hands on leader but that her work philosophy for her team comes from the top down. Unlike many celebrities, she is incredibly hands on and is involved in not only the design of the clothing but marketing, operations and day-to-day tasks that help Fabletics thrive.
The article also listed some tips and tricks for those aspiring to mirror the huge success Fabletics has seen. Of course, being hands on was in her top five recommendations for creating a truly successful brand. Other than that, she recommends taking risks, believing in yourself and making sure you are always looking for your next big inspiration.
Fabletics’ next big move is to roll out their current line of athletic wear to plus-sized women, following on their commitment to give every women access to affordable, well-made, trendy workout gear. This move also means that their company is pushing boundaries that some of the most established workout wear companies have never attempted to, as they often remain complacent with their current user base that fits a specific mold.
One of the additional ways that the company is driving innovation is by utilizing a reverse showroom model to ensure that all users have a great experience online and that they don’t necessary have to feel forced to visit a store to align with the brand. In today’s consumer world, many people visit a physical store only to check out a product and then turn to the digital realm to save money and make an actual purchase. By going in the opposite direction, focusing on the internet first and layering in a flexible subscription model, Fabletics is outshining all the other competitors in its field and is gaining more loyal buyers on a daily basis.
Want to join the Fabletics community? There is a fun and simple lifestyle quiz available on the website that will ask just a few questions and then use your responses to create a unique user profile that determines what type of athletic gear you will receive!