Kate Hudson Takes Control of Marketing for Fabletics

Fabletics is a company that is growing in a tremendous way, and much of this has to do with the marketing campaign that co-founder Kate Hudson has put in place. It is no surprise to see her on the website marketing things like leggings or activewear. Kate has also been seen and television commercials where she makes people laugh as she promotes this brand of athletic clothing for women.

The big-name marketing agency execs are actually getting a little worried about making profits because companies like Fabletics do not need these types of marketing agencies. What Kate Hudson, Adam Goldenberg and Don Ressler

have figured out is that there is a possibility to keep all data and marketing internal. There’s no real need to outsource this to ad agencies, and marketing professionals in advertising are getting worried about this.

Fabletics could certainly spell trouble for marketing executives, but it actually equates to a great amount of profit for Kate Hudson and her team. Fabletics is the type of company that Kate Hudson has been marketing for years, and people have become familiar with her face in the retail clothing arena. This is not another company with a marketing campaign that is created with fly-by-night models that nobody knows about. To the contrary, marketing has become handled by those people that are part of the internal structure of the company. Kate Hudson is one such person. She already has the celebrity factor that makes people recognize her instantly, and this makes her a valuable part of the marketing campaign for a Fabletics. There really is no need to get outside sources to work on marketing for this company. Fabletics has the ability to thrive without any outside forces in place.

The fact that this company is moving in this direction makes it more profitable. There are no external high dollar advertising cost for companies like this. When this type of outsourced advertising is cut out of the picture it equates to a lot more profit for companies like Fabletics. That may be one of the main reasons that the company is able to move fast, and Kate Hudson is making plans to open as many as 100 new stores.

There is a different type of energy that is surrounding Fabletics since Kate Hudson has committed to work on advertising for this brand. She has been able to get more people that were previously shopping on the website out to the stores. That is big news, but it is all a part of the growth that Fabletics has experienced as the brand evolves.

Kate Hudson realizes that there will be more opportunities for marketing to customers as more sales representatives promote the brand through the physical brick-and-mortar stores. Kate knows that the loyalty and VIP memberships can be promoted much better by people that are working at Fabletics. They can get the chance to talk with customers and see people face-to-face that are buying clothes on a regular basis inside of Fabletics.

Kate Hudson’s Fabletics Could be the Next Amazon

To compare any clothing retailer to Amazon is definitely a huge compliment. Amazon has dominated the online clothing space for many years, and despite the huge number of competitors in this tight space fighting for every dollar, Amazon still commands over 20 percent of all the apparel sales online. That being said, Kate Hudson’s Fabletics has been making enormous strides to try and catch and pass Amazon. In the last three years, Kate Hudson’s Fabletics has already sold in excess of $250 million in active-wear sales, and this year they are growing at a record pace.

 

When Hudson talks about her athleisure brand, she credits the success of the company to the high-quality of the merchandise, the perks of her membership program, and a unique sales process known as reverse showrooming. Looking at how these components all come into play, we have to take a look at the sales process inside the Fabletics stores in the local malls. The atmosphere is relaxed, as shoppers are trying clothing on, window-shopping, even taking the Lifestyle Quiz, with zero pressure from sales associates. Many of these customers leave the store without buying, and that is just fine by Hudson because she knows this is only the first part of the sales process.

 

Having tried on the clothing at the mall stores, one of the perks of the Fablectics membership is those pieces of active-wear or workout apparel are uploaded to the online profile of these shoppers. So when these customers have more time or want to shop from home, they log into their Fabletics account online and all those items they were wearing inside the store are available for further consideration. So what happens is now that the guessing about sizing is eliminated from the buying equation, these women start filling up their shopping carts online with even more than they would have bought at a site like Amazon or eBay.

 

Membership to Kate Hudson’s Fabletics includes free shipping for those online orders, a personal shopping assistant, and even deeply-discounted pricing on yoga pants, tank tops, and leggings. Those quiz answers are used by the shopping assistant to pick an item each month for shopper consideration, just part of the overall shopping experience at Kate Hudson’s Fabletics. Amazon may not be at the top for long if these sales numbers keep escalating at such an incredible rate, and it appears that just might be the case.