Kate Hudson is an original. She made a difference by bringing new things that were not on the market already in athletic gear. Even though Amazon is a quiet leader in the clothing sales it is obvious that Jeff Bezos is simply duplicating what others did. This is an online website that gets about 20% of the retail clothing market. This is quite a bit for a company that doesn’t actively promote clothing. What Hudson has managed to do is compete with Amazon by advertising through online marketing channels and keep her ear to the ground. She has picked up a lot of steam with her company by presenting a brand that speaks to young consumers. Hudson would lure people with young ladies that models clothes on the website.
She capitalized on bringing a fun to a dismal market that where consumers were only looking for clothing that were defined for working out. What Kate Hudson would do is take more time to actually design garments that could be used for working out and running errands.
So many ladies did not feel like they needed to change their outfits when they went from the mall or shopping to the gym. With Fabletics these types of garments are available for those that desire this. Women can go out and hang with friends for brunch and still make it to the gym without going back home to change their clothing. This is one of the most convenience things that have been put in place by Fabletics, and Kate Hudson is certain that there is a market for this. She is growing her fan base by establishing herself as someone that is innovative. Amazon was not into the athleisure market until Kate Hudson made it popular with Fabletics. She did not want to reach the top of the gym workout market simply by doing what everyone else was doing. She wanted to be a trend setter with a style and brand of clothing that was unlike anything else that was out there. Her mission has been accomplished, and Amazon CEO Jeff Bezos is struggling to regain his putting in a market where he controlled a considerable amount of the profits for retail clothing.
Kate is just showing that she can compete successfully even if her Fabletics brand is smaller right now. She is not intimidated by any other athletic workout clothing leader.