Move over celebrity endorsements, the future of fashion retail is moving towards full-fledged celebrity-partnered brands! A major proof of this revolution is Kate Hudson’s active wear brand Fabletics that is operated by TechStyle Fashion Group, the company that just added Rihanna’s lingerie line Savage x Fenty to its portfolio.
Fabletics is celebrating its five year anniversary this year and with a reported 25% Y-o-Y revenue growth, the brand shows no signs of slowing down. At the moment, Fabletics operates 24 brick and mortar retails spots in the US that have seen 20% hike in same store sales every year.
Kate Hudson, co-founder, Fabletics added, “The success we’ve achieved is a testament to the amazing team we have in place and our members, who inspire us every single day. I’m excited to take Fabletics to the next level as we set in motion our vision to double revenue through exciting new initiatives.”
With direct-to-consumer experiential strategies like its OmniSuite POS technology that lets customers shop and pay both at online and in store outlets seamlessly. By letting its huge fleet of VIP members use their perks both on and offline and using people as brand champions that has led to 25% more membership sign-ups via referrals, the brand has truly cracked the code to building a loyal customer base.
It comes as little surprise that Fabletics is now set to open 75 new retail outlets depending on which area has the highest concentration of VIP members. Currently, the brand is sold in 10 European countries but new partnerships are being fostered for a launch in Philippines through standalone flagships, dedicated e-commerce destination as well as shop-in-shop concepts.
Apart from this, the brand has aggressive international and domestic expansion plans charted out for the rest of 2018-19.
To take this mission forward, Hudson has appointed Karen Pornillos as the new VP of Design and Fashion Director (previously the VP of Women’s Design for Lululemon Athletica) and Shefali Shah, who has worked at Victoria’s Secret for 10 years, as the VP of Merchandising. Nancy Arnold, formerly of Chloe + Isabel, Victoria’s Secret and Ann Taylor, has been selected to lead the overall vision of Fabletics as the new VP, Creative Director.
With all these plans, the immediate new direction for Fabletics is to increase the frequency at which collections are unveiled and reveal new product both online and in-store on a weekly basis, from July onwards.