How Kate Hudson Went From Movie Star To The Face of Fabletics
It made sense that a certain type of woman would start wearing Lululemon outside of the gym or yoga studio: leggings to lounge around on the weekend, a fitted running jacket to pick up the kids at school, a drapey, back-revealing tank top with a built-in bra for date night. As it became clear that women were wearing their Lulu clothes for more than just working out, Lulu began designing clothes that further blurred whatever lines remained.
Most companies strive for ways to get customers to come back month after month, but Fabletics, like the rest of the JustFab suite of companies, had a way tothat they were signing up for an ongoing billing membership; others couldn’t figure out the labyrinthian process to cancel.
The revelations about “Kate Hudson’s Fabletics,” as it was often called in reporting, eventually forced the company to change its ways. It’s now much easier to cancel a subscription, and communication about when and how members must “opt out” of each month’s options is much clearer. When asked about member complaints in 2017, Hudson“You can always do better. When you’re a startup and growing fast, it’s hard to get everything right.
In real-person language: If you’re a member, they scan all the things you try on in the store, and you can buy there or at home. As a result, they can now forecast “inventory demand,” aka what will and will not sell, at 95% accuracy — which, in turn, means less waste, and more profits. But to keep that accuracy, Fabletics needs to maintain loyalty and “urgency” — the need to frequently check back for new “limited” collections and buy them before they disappear.
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