In a global fashion industry that is dominated by a few household names such as Amazon, Kate Hudson is among the few entrepreneurs who have been able to create a niche for themselves. Every industry is becoming competitive. The internet provides a new set of opportunities for all the entrepreneurs who are looking to have a competitive advantage against their peers. Nonetheless, Kate Hudson is among the few names with bragging rights in the fashion industry.
Through her e-commerce enterprise, Fabletics, Kate Hudson is seeking to eat into the market share of Amazon and other big players in the fashion industry. She has succeeded in growing Fabletics from a little-known e-commerce fashion company to a humongous fashion business that is valued at $250 million in just three years. Fabletics employs a subscription model to sell quality wear to its clients. It is widely known that the modern day consumer loves convenience as well as brands that offer more than just a product. That is why Fabletics was keen on structuring its business around membership model that is taking over industries across economies.
The internet age consumer is not only drawn to a product because of its quality or price. Most customers consider other factors such as customer experience, brand recognition, after-sell support and even the exclusivity of designs. These factors inform the client’s decision to stick with or switch brands.
Fabletics draws a lot of inspiration from reputable brands such as Apple and Warby Parker. The fashion company’s subscription model has created loyal clients who are willing to spend more on the quality products that Fabletics has to offer. The enterprise is on track to open more physical stores that will add to the existing ones which are found in places like Hawaii, Florida, and California.
Fabletic’s business model enables it to offer more personalized fashion solutions to the clientele. According to the enterprise’s General Manager, Gregg Throgmartin, Fabletics is determined in redefining the concept of high-value brands.
Kate Hudson’s Athleisure Apparel is soaring in popularity, one because it can be worn both inside and outside the gym and two because it’s a quality casual clothing that is available at a lower price. One of the reasons behind the profound success of Athleisure Apparel is that it is designed with the consumer in mind. According to Morgan Stanley by the year 2020, the number of people who prefer activewear in the outdoors is expected to rise doubling the current revenue projections in the US alone.