In a push to secure more of the athleisure market, Kate Hudon’s brand is linking up with Fabletics ambassadors. To better understand the Fabletics influencer marketing strategy, we sampled a set of Instagram sponsored posts featured in their campaign and evaluated the effectiveness of Fabletics influencers.
Co-founded by award-winning actress, Kate Hudson, Fabletics is a women’s activewear company aimed at offering stylish, quality clothing at an affordable price. An “athleisure” company with a strong e-commerce presence and 34 North American retail locations, Fabletics has grown year-after-year, boasting an annual revenue of more than $300 million.
Having a Golden Globe winner at the helm of your brand is an incredible asset for any company, but Fabletics marketing strategy includes partnering with many influencers across various social platforms to reach their target demographic. Fashion and lifestyle blogger, Amber Feldman, of Trendy & Spendy, writes that she showcases two outfits per month as part of her Fabletics ambassador partnership. Offering an influencer application on their website, Fabletics has a finely-tuned influencer program that’s been successfully collaborating with influencers for years.
The front page of Fabletics.com features the hashtag #MyFabletics, where fans and members are encouraged to upload and share their styled-out photos. #MyFabletics has been used across Instagram 53,013 times, while the less brand-specific #KickButtLookCute has been tagged 4,491 on the platform.
Fabletics influencers using these hashtags often feature themselves wearing the brand’s latest styles, while detailing aspects of the gear inside of the caption. Many Fabletics influencers offer workout and/or lifestyle tips, with some using the space to open up about their own hopes and struggles.
Combined Results (56 posts)
Fashion influencer, Sarah Vadnais, brings her personal style to 3,812 followers through her finely-curated Instagram feed. Vadnais’s May 23rd post stood out from many other Fabletics promotions, showcasing the nano-influencer on a motocross bike in a blooming wild-flower field.
The one with the fewest followers of the sampled Fabletics influencers, Vadnais was able to procure the campaign’s highest engagement. Generating 1,791 likes and 24 comments with her MotoX post, Vadnais achieved an impressive engagement rate of 47.61%.
Frances Flores, better known as Shaped by Frances on Instagram, posts creative and dynamic yoga photos for her 20,000 followers. Noting that she’s a Fabletic ambassador in her bio, Flores is most often pictured in athletic wear throughout her feed.
With a commanding and graceful stance, Flores shows off her Fabletics gear while looking into the camera. Captioning the image in both English and Spanish, Flores encourages her fans to “step up your game” and “evolve.”
Flores garnered 3,471 likes—the highest among sampled posts—with her May 15th photo. Her post also attracted 14 comments, resulting in an engagement rate of 17.43%.
Lifestyle blogger, Madison Fichtl, offers fans a wide range of content through both her Instagram feed and blog. Showcasing stylish clothing and “must have” items, as well as giving lifestyle, travel, and shopping tips, Fichtl’s posts are eclectic, enchanting, and engaging.
In her July 17th post, Fichtl is pictured in Fabletics gear walking with dog, Charlie, as she shares tips for beating jet lag and extols the virtues of her Fabletics leggings.
With 25,300 followers, Fichtl was the most-followed influencer of those samples in the Fabletics influencer marketing campaign. Garnering 1,808 likes and 58 comments, Fichtl achieved an engagement rate of 7.38% with her July 17th post.