In order for a clothing company to successfully compete with juggernauts like Amazon it would have to gain a presence outside of the United States. That is what Fabletics has managed to do quite early. This company has a presence that extends beyond the United States because Kate Hudson targeted specific audiences. There are customers that have become fans of Fabletics in Australia and Canada. These are the additional places where this business is thriving outside of the United States, and this gives Fabletics that chance to compete on a larger scale.
It has become a business that is exciting because it builds on the concept of athleisure clothing. It is like this brand has come along at just the right time to captivate an audience that is demanding fashionable clothing for their workout routines. The athletic gear industry is a $4 billion-dollar industry. There is no shortage of clothes to be sold, and celebrities are coming out to appeal to the influx of customers that are exercising.
Beyoncé has her own athletic clothing brand called Ivy Park. Kate Hudson is holding strong with Fabletics. Both of these women are stars that transcend beyond race and American audiences. Beyoncé does most of her promotion for the brand through the web. The difference with this brand is that there is no actual store that is owned by Beyoncé. She has partnered with department stores like Top Shop. Kate Hudson, by contrast, has chosen to build a brand that is solidified as a stand along brand. This is a company that has an online website and physical stores. That makes Kate and her Fabletics brand much more of a threat to Amazon in the clothing industry than any other brand on the market.
This is a profitable brand, and that is why the magazines are writing about Fabletics. It has become so much of a cash cow that Kate Hudson is now set to open as many as 100 stores in the next couple of years. This is a huge step. There are less than a dozen of the Fabletics stores in existence right now. To go from so few to so many is a huge risk, but it can also be a great way to build the customer base quicker. Kate Hudson has put her stamp on clothing for women and she gained customers in different countries through her online presence. With the physical stores Kate Hudson may be able to break through into even more countries. The big thing that she is trying to do right now is target those customers that are not shopping online. That is something that is very important. If she can appeal to the customers that are not using the Internet to shop she can help the Fabletics brand gain even greater exposure.
Fabletics may not be anywhere near the size of Amazon, but Kate Hudson is breaking ground in different countries with Fabletics. This will give her a dominant spirit in athletic clothing sales.