In the Online retail industry, the Amazon brand has taken on a role as the leading brand in clothing retail across the world. The activewear sector of the retail industry is now seeing a new entrant make a major mark on the retail market in the form of Fabletics, a subscription-based retailer which first made its mark as an Online seller of fashionable leisurewear before branching out into new areas of the retail market. Fabletics has seen a growth rate of 35 percent year on year as the retail giant begins to make an impact on the dominance of the Amazon brand.
Established by the TechStyle Fashion Group, Fabletics was seeking an authentic spokesperson when the brand was established and immediately sought out the actress, Kate Hudson. The partnership between Fabletics and Kate Hudson has become one of the major factors in the growth of the company which has set its sights on overtaking Amazon in the activewear market; Fabletics has been developing its business model for only a short period of time but has already used the science of big data to create a brand focused on growing in more than the 10 countries Fabletics has already moved into.
Developing a new strategy for bringing the Fabletics range of clothing to the mass market has already seen the brand move into the development of a chain of retail outlets which ignore the issue of pop-up stores many Online retailers have become focused on. Instead, Fabletics uses the reverse showrooming trend for customers to try on items before buying Online to their advantage by allowing members to use their membership privileges to their customers.
The aspirational aspects of the Fabletics brand are largely focused on the role Kate Hudson plays with the brand which inspires many potential customers to take the lifestyle quiz determining the preferences of each subscription member; everybody wanting to take part in an active and healthy lifestyle should take the Fabletics lifestyle quiz to see just how impressive their clothing choices could be.
Kate Hudson has become extremely involved with the Fabletics brand and takes on the full-time role of founding partner with the retailer. The devotion to the brand shown by the “Almost Famous” actress has seen her take on the role of bringing other celebrity brand ambassadors to the company who also express the ideals of the healthy lifestyle in the shape of singer and actress Demi Lovato.