The Fabletics brand of leisure wear has been growing at an amazing rate since the company was launched in 2013 with the backing of Hollywood actress, Kate Hudson; the actress is most famous for her role in Cameron Crowe’s “Almost Famous” and states her main aim in life is to continue her acting success, but the dedication to the Fabletics brand of Hudson has aided the company in becoming the main rival to fashion retail giant, Amazon. There are many reasons why Fabletics has become such a major retail force within the fashion industry, particularly as the company is not simply copying the business model of Amazon but is instead seeking new ways of developing its own brand for the future; alongside the subscription based Online sales platform, Fabletics is also developing a chain of physical stores in some of the leading cities in the U.S.
The backing of Kate Hudson has been pivotal to the success of Fabletics as the brand identified the actress as a potential partner even before the company was launched in a public fashion. TechStyle founders, Adam Goldenberg and Dan Ressler believed Hudson had the qualities to reflect the position of the brand for the public, the bright, humorous image of Kate Hudson provided the founders of Fabletics with the perfect celebrity to endorse their fledgling brand. Kate Hudson herself believes Fabletics has grown from a start-up to a company expecting sales in 2017 of more than $250 million as she has made the decision to place her own reputation on the line as the main supporter of the Fabletics brand. Every aspect of the grand comes under the leadership of Kate Hudson as she has become involved with everything from marketing to design and fabric choices.
Fabletics is looking to make major changes to the way the public see the endorsement of a celebrity as Kate Hudson herself is often seen wearing the active wear produced by Fabletics and sets out to share her experiences of wearing the clothes on her own social media platforms. The trust placed in the image and reputation of Kate Hudson has grown within the Fabletics brand to such an extent the actress was given the responsibility of announcing a further celebrity partnership with singer Demi Lovato at a recent Fabletics launch; the image of Kate Hudson has become intrinsically linked to that of Fabletics as the brand continues to dent the 20 percent digital fashion retail percentage currently owned by Amazon.