The success of Kate Hudson’s Fabletics Brand

Starting a fashion brand is one of the most interesting ventures that one can take part in. However, there are challenges that come with the investment. For instance, when one is starting a brand, they try to be as creative as possible, but there is no way to know for sure whether the brand will be received well by the consumers. This is the type of background that Kate Hudson was welcomed to when she started her Fabletics line. To add to her challenges was the fact that industry giants in online details were the competition that she would have to take on when she started her brand. Despite the odds, she has managed to break even and even do much better than most of the leaders in digital sales. Even better is the fact that she has managed to create a cult like following for the clothes.

When she was starting the fashion line, the dream she had in mind was a fashion line that people would find fashionable but at the same time feel comfortable in when exercising. When a hi-fashion fashion line is being established, the two things that are looked into as the selling points include the value of the items and the cost. In many of the cases, the cost is directly proportional to the perceived value of the item in question. Kate decided that her selling point would be the creation of something that was unique and appropriate for the current fashion trends. She realized that this would not be enough and to have that competitive edge, she would have to combine the two factors with a positive customer experience. She came up with a business model whereby the cost of the item, the value and the design were exclusive and pleasant to the customer. Consequently, the brand was an instant hit.

The business strategy that the company has been used has been on many occasions compared to the Apple and Warby Parker experience. They started with one online store, but they have managed to spread their influence and open the stores in Hawaii, Florida, Illinois and Florida. Gregg Throgmartin, the head of sales at the company confides that the secret to their success has been their ability to create a brand that the customers would enjoy using, and at the same time extremely affordable for the user. As a result, customers are finding it possible to get parts of the brand in their wardrobe without having to lose all their savings in the process.


Show rooming is one marketing trick that has helped them get the success they are enjoying. Through the strategy, people that go online to shop normally look at the features of an item and the cost, then, they end up buying somewhere else where the cost is lower. Fabletics wanted their customer sale experience to be different in that retail would be part of their overall customer experience as opposed to being the only part. This has helped them create a capital base of millions of dollars and sales averaging quarter a million dollars each year.

Lori Senecal – Powerful Businesswoman Creating Disciplines And Sustainable Business

Lori Senecal is the global CEO of Crispin Porter + Bogusky, according to She was the President and CEO of the MDC Partners Network before she was asked to take charge as the chief executive officer of the Crispin Porter + Bogusky. She will retain that position as well while working with CP+B. She manages and oversees the company’s global expansion plans and also coordinates with its eight offices internationally. She is expected to bring her management experience into the business and help the company reach new heights. Among the many client lists, some of the top ones include Domino’s Pizza, MetLife, Applebee’s and Fruit of the Loom.

Before joining MDC Partners Network, Lori Senecal was the head of Kirshenbaum Bond, and it was under her leadership that the ad agency transformed itself into an international player. The company which started as a 250 employee domestic agency became a 900-member international firm offering innovative agency business units based on technology, content creation, and start-up investment. She helped the company to be recognized as ‘Best Places to Work in NYC’ by Crain during her stint there. She is also the former President of McCann Erickson located in New York and managed the accounts of big players like Coca-Cola, Nestle, and BMW.

Lori Senecal was one of the four daughters of a school teacher and a shop owner. She joined McGill University in Montreal as a business major and went on to work with Vickers & Benson in Toronto after her graduation. It was here that she developed her performing skills and work out of her comfort zone. Lori has been awarded many prestigious awards for her professional stints which include Quantum Leap award for leadership and innovation in 2013. She was named one of Advertising Age’s ‘Women to Watch’ in 2014 and again was among the only four of the chosen as ‘Agency Executives to Watch’ in 2016. She is also the acting jury for the Isaac Awards that awards people for innovation in the industry. She is a member of the Ad Council Board of Directors and is proud to hold the prestigious position.

To know more about Lori, follow her on Twitter.

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