Fabletics has done what no other company dared to try; they took on Amazon. Many people think that this would be a mistake; in fact, that is exactly what many business gurus said. They pointed out that Fabletics was trying to take on a company that already owned 20% of market share in the online fashion marketplace. However, Kate Hudson did not let this stop her. Today, she has a company worth over $250 million.
One reason that Fabletics has done so well in taking on Amazon is that it is true to Hudson’s principles. One of her associates has gone on record to state, “If there’s one thing that I learned about Kate, it’s that she will not do it if it’s not authentic to her.” Amazon is a corporation that has little heart. Hudson however, loves her customers and Fabletics has succeeded because of that.
Another reason that Fabletics has done so well in taking on Amazon is that Hudson believes in empowering women on a personal level, something that Amazon cannot do, and she has dedicated her company to make that a reality. Demi Lovato, Disney star, and pop singer said, “The company is all about inspiring women … to be strong, and it doesn’t matter what shape, or size, or age. It’s just about empowering women, and I love that.”
A third reason that has done so well in taking on Amazon is that Hudson has created brand loyalty. Fabletics came about during a time when customer trust and loyalty was at an all-time low. One of the ways she said she would set her company apart was by building strong relationships with the customers and earning their trust. She did this by connecting with local community dealers and retailers and running local events and activities through them. This made locals feel that Fabletics cared about them. Soon, Kate Hudson saw a trust score of 96%, 85% of sales made by repeat customers, and 50% of those entering her store as hardcore Fabletics loyalists.
Anyone who is interested in seeing whatFabletics has to offer would be wise to take the six question lifestyle quiz. The Lifestyle Quiz will get to know your physical size, activity level, and daily routine and then select clothes for you that will inspire and empower you to go out there and achieve all that you can.