Fabletics is the brand that has become the $250 company that is making Jeff Bezos nervous. As the founder and CEO of Amazon Jeff has managed to conquer the clothing industry and anything else that customers may need. He has been able to do a lot of things well, and Amazon has as much as 20% of the entire clothing industry. Kate Hudson is helping her company compete strongly with Amazon, and that is why this brand has become one to watch.
The thought of competing with a company like Amazon may have been very alarming to most people. Kate Hudson did not spend a lot of time worrying about the competition. She realized that Amazon did not have the personalized consumer touch, and she knew that this was something that she could capitalize on. That is why she was ready to implement the subscription based services through the Fabletics website. Any site that is new would need something that would help the website stand out. The subscription service was the thing that made Fabletics stand out as a different type of clothing company.
The subscription service was something that was adapted from the JustFab concept that was started by Don Ressler and Adam Goldenberg. They well very successful with selling clothes – along with other accessories – to women without ever opening any brick and mortar stores. This company would become one of the hottest clothing companies for women. The success of JustFab would make it easier for Goldenberg and Ressler to bring another partner in for their next venture. This partner – Kate Hudson – would prove to be one of the best things that could happen to the Fabletics brand. She is an actress that has a huge fan base. Millions of people follow her on social media. A large number of people know her from the movies that she has starred in. All of this – combined with the successful subscription services that were already in place with JustFab – has made Fabletics a dominant player in the active workout clothes industry. Amazon may have a lock on as much as 20% of the clothing industry right now, but that is bound to change. The founders of Fabletics are working hard to make sure that they remain visible to the public. That is the main thing that pushes this brand to another level.
Kate Hudson knows that she has to promote the brand heavily because Amazon has been in business longer. It has a portion of the clothing market locked by default because this online superstore sells everything. It is the online site that people go to when they want perfume. It is also the same website that people check out when they are interested in televisions, albums, tools, streaming devices, laptops and tablets. There is a built-in customer base that can be exposed to the clothes just because customers are here shopping for so many other things. Fabletics, however, was a new start-up that had to depend primarily on Kate Hudson.