Fabletics keeps the crowd looking for more with the customer relationships that are being built. Kate Hudson is going toe to toe with Jeff Bezos, and it appears this brand is one the best for competing in the clothing industry. There is a high value placed on the Fabletics brand. There is a lot of brand value placed on the membership services. People are impressed with the work that Kate Hudson has put in, and she is really to give people a lot of access to clothing that is not found anywhere else.
According to Forbes magazine, Fabletics has used what is called reverse show rooming. She is putting a positive spin on shopping online by adding an additional feature. The retail industry has changed a lot in the last couple of years, and the subscription service is something that has made people take notice of this organization. Kate Hudson is working it from 2 different angles. She has the online store and the offline brick and mortar store. She has managed to get people to take interest in this company online, but she has also managed to get people to see what this company is doing offline as well.
Fabletics is the brand that has managed to become a leader in the industry because of all of the research that has already been done. Don Ressler and Adam Goldenberg were already in place to compete with Amazon. They had already implemented a successful business model with JustFab. This would lead them to another company called JustFab Kids. These were 2 business models with subscription services that were already gaining momentum. Once this type of business model was already established it was easy to design a line for women. People have been come intrigued by this brand because the celebrity factor was added to the branding process. Co-Founder Kate Hudson proved to be a very effective business leader because was focused on making the brand accessible from the very start.
She started in America, but expanded to Australia. She expanded to Canada. She started with a website, but physical stores would soon follow. All of this time was spent trying to build a global presence. All of these things allowed people see the brand in a new light. It wasn’t just a brand that was locked into a few fly by night fashion trends. To the contrary, this was a company that was here to stay. Hudson found a way to be nimble in getting the word out about the product through social media, and it didn’t even cost a fortune to do this. It was to her advantage to come into the industry during a time when there was so much free technology available for promoting products.
Jeff Bezos isn’t a big social media person, but Kate Hudson embraces social media. This is a huge difference between them. This will be the thing that allows her run the fitness gear arena. She is connected to Fabletics customers.