Amazon is the company that has been become a household name. When people go to the site they are instantly drawn to lots of the electronics like the Amazon Echo and Amazon Fire Stick. These are best sellers from this company. Many people will recognize that there is a large amount of technology sold here, but Amazon also sells clothing as well. In fact, Amazon has been reported to have a huge stake in the clothing industry and that can spell trouble for Fabletics co-founder Kate Hudson.
Kate Hudson is aware of what she needs to do to compete. There are a lot of other clothing companies that are now closing doors because they fell out of touch with customers. They became unaware of how their customers were interested in the ease of shopping online. Amazon doesn’t have any physical stores so this is what it provides as a method of convenience.
Fabletics, however, has physical stores and the online interface. What Kate Hudson has been inspired to do is utilize the online storefront as a place where people can check out the clothes. They can see what is available, and they can see what is consider popular in clothing for Fabletics. The reverse showrooming process has allowed many people to check out things that are part of the Fabletics lineup and go right to the store and make a purchase right away. There is no shipping of the product that people have to wait for.
Kate Hudson has made sure that Fabletics is a brand that can compete even with the undeniable household appeal of Amazon. Everyone inside of a household can find something that they could probably use that’s listed on the Amazon site easily. When it comes to clothing, however, it is going to be much easier for consumers to find fitness clothes for females if this is what they are in search of. Kate Hudson as developed a niche market, and she believes that this will be the competitive advantage that will allow her to build a better network of consumers.
In contrast to what people see when they go to the Amazon site, customers of Fabletics will actually see Kate Hudson on the homepage. She is the face that is connected with the brand. People know when they see her in athletic gear that they are looking directly at products from the Fabletics clothing line.