FABLETICS COMMERCIAL – (Recap of article) FASHION AND FITNESS WITH FABLETICS

Kate Hudson is closely involved with all aspects of her company called Fabletics. They create a fashionable line of active sportswear for men and women. With its latest commercial, Hudson determined that marketing herself, wearing outfits in her daily routine, might appeal to her customers and result in higher interest and sales. About 70% of the video footage was done with her iPhone and aimed at showing how Hudson’s lifestyle is supported by Fabletics outfits. “We asked Kate to mimic how she shoots her own content and do what she does for social media,” said Shawn Gold, chief marketing agent for Fabletics. “She directed the commercial from that perspective.” The format resulted in 60 seconds of “moments” that might be an Instagram on social media rather than a commercial. The company hopes to show how its products can enhance a similar lifestyle for its customers on mysubscriptionaddiction.com.

Fabletics is a company that combines fitness with fashion, and its use of high design in quality fabrics has resulted in rapid popularity with both women and men. New members are awarded their first outfit at the reduced price of $25. Sizes range from Small to Extra extra large, and members are given a short quiz to determine life styles, preferences, and other items which can be used to personalize service on Facebook. In response to the personalized lifestyle quiz, suggestions are presented, and favorite colors and fabrics are shown. The high style active wear is designed to transition from the gym to real life. Yoga pants, leggings, tops, tees and more come in all sizes. New styles come out each month to inspire fitness, and much use is made of fabric design, especially on pants. Innovative styles with back and sleeve designs are popular on shirts. High use of videos online give the customer opportunities for selection.

In response to the personalized lifestyle quiz of Fabletics, suggestions are presented, and purchase may be made as a guest or a ViP Member. As a part of the VIP paid Membership program, a fee is paid each month. If shopping is not desired that month, notification must be given by the 5th of the month, and no fee will be charged. If there is no deadline notification, a $49 fee is charged and can be used for credit or saved for future purchases. VIP members are given 50% discounts, earn points for free items, and have free shipping for over $49. Membership can be canceled at any time.

Kate Hudson often features favorites and suggestions from her own closet. With popular creative designs, she has encouraged fitness for those who simply want to be fashionable. Changing life styles is a very positive result of shopping at Fabletics.