Kate Hudson, movie royalty, decided that she wanted to play a role in empowering women to be healthier and fitter than ever before. So in 2013, along with her co-partners, she created Fabletics which is designed to share high-quality active wear as a strictly online subscription brand with all types of women in every part of the world.
She shares her most interesting and stylish fashion choices each month exclusively with each subscriber. By 2014, Fabletics was already expanding to Canadian and Europe, and by February 2015, it expanded into Australia. June 2015 saw the launching of the men’s line of Fabletics, and more expansion into Spain and the Netherlands.
As of October 2015, six stores were opened in the United States.In November 2016 on the upswing of all this success, Kate Hudson was featured in a Forbes magazine article entitled, “How Kate Hudson’s Fabletics Is Taking On Amazon, by contributing writer, Paul Armstrong. In it, Kate details how Fabletics evolved and the reason why her product is booming on online markets like Amazon. She talks about how they turned online browsing into a positive experience for consumers by first offering their brand exclusively online instead of in a “pop-up” store. In this way, there were able to build a relationship with their customers and have found that the majority are returning to buy. Also, as brick and mortar stores are beginning to be created, 30%-50% of the customers already know the brand.
Now, Kate Hudson and Fabletics is pleased to announce the addition of Demi Lovato as a spokesperson. This new venture for Demi Lovato is in concert with their support for the United Nation’s initiative Girl Up, whose goal is to empower girls to succeed and grow into strong women and leaders all over the world. So, far, Girl Up has directly impacted nearly 56,000 girls for the better.
Lovato has lent her name and time to design her own collection of Fabletics activewear so that proceeds from the collection will directly benefit SchoolCycle, a partner with Girl Up and the United Nations. Lovato shares that being active is an integral part of her daily life, so it would only make sense that she creates a line of active wear that is not only fashion forward, but it is accessible for the consumer and comfortable to wear. The collection, Athleisure, will be a full line that includes leggings, jackets, exercise bras, and tops. Look for it to launch in mid-May 2017.