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How Kate Hudson’s Fabletics Intends To Outsmart Amazon In The Fashion Industry

Amazon has dominated the online fashion space for quite some time. With more people warming up to the idea of shopping their apparel online, a good number of e-commerce fashion brands have sprouted to give Amazon a run for its money. Nevertheless, Amazon still sits pretty at the top of the online fashion retail space accounting for 20 percent of all the apparel sales that happen online. This dominance has created the need for disruptive business models in this sector.


Kate Hudson’s Fabletics is a disruptive brand the fashion industry that is set give Amazon a lot of competition in the online retail sector. Before Fabletics, Kate Hudson was better known for her career as an actress. Coming from her role in the movie Almost Famous, Kate Hudson went ahead to partner with other business players and they created the brand Fabletics.


In the few years that Fabletics has been running, it has managed to post excellent results on its revenue books. For three years, the enterprise has managed to rake in a little over $250 million from selling active-wear to women. Through Fabletics’ Athleisure brand, women in the US can access some of the latest tailored active-wear that comes in different sizes and bright colors. Active-wear is becoming popular among many young women because of its flexibility both at work and in the gym.


The remarkable success that Fabletics has seen over the past three years can be attributed to several factors. There are the minor factors such as the quality of the brand’s merchandise and association with Kate Hudson, an actress of repute. But the primary reason as to why Fabletics has recorded good numbers lies in its business model that employs techniques such as reverse showrooming and membership. Once someone signs up with Fabletics, they get access to membership perks, free shipping and an opportunity to sample the best active-wear designs monthly.


Fabletics’ reverse showrooming works like this: Once a customer signs up as a member of the brand, they visit one of Fabletics’ physical stores. A personal shopper attached to the client then measures the client which is added to customer’s profile. These measurements are used to make recommendations to the customer on the best apparels. Whenever you visit a Fabletics’ physical store, you can find women trying on new arrivals from the shelves or even going through a lifestyle quiz.


A shopper’s measurements and answers to the lifestyle questionnaire are uploaded to individual membership accounts and form the basis through which customers get monthly active-wear recommendations. This approach gives customers a new experience in online shopping. Also, Fabletics doesn’t have to employ sales representatives who are usually abrasive to shoppers. The enterprise’s business model ensures that customers can shop from the comfort of their homes, whenever they want to buy.


Fabletics intends to outsmart Amazon in the fashion retail space. The firm’s membership reward system is a favorite among its customers. Other techniques such as apparel discounting and free shipping are also significant contributors to the growth of the company. We can all say that Fabletics has positioned itself well to take the leadership mantle in the fashion industry.

The Synergism of the Technology and the Fashion Industries Will Determine Their Future

Fashion and technology legend Christopher Burch has been observing fashion and technology industries. Over the years, he has discovered that the two sectors have grown together and thus their future will be determined by how much they help each other. Burch argues technology becomes fashionable at some point, and fashion becomes technologically fashionable.


Technology and Fashion Helping Each Other


From a critical analysis of some of the past trends, it can be concluded that technology grows with the popularity of what is considered fashionable by many. This means that, as the tastes and preferences of people change, what is seen as fashionable will also change. For instance, the boom box of the 70s did not maintain its popularity in the 80s as compared to two cassette decks of the 70s. This is because; the later was used in movie storylines further making it popular among many people.


Similarly, Diane Furstenberg, a top fashion designer came to the rescue of Google glasses manufacturer. Wearing of these glasses became popular and acceptable after she made her models wear them while on the catwalk. Judging from these two past trends, it is undoubtedly right to say that the future of the two industries will be determined by the extent to, which they complement each other.


The Current and the Future Trends


At the moment, fashion designers are marrying fashion with technology to yield high standard brands. Technology is being used as a playground as it offers fashion designers endless opportunities. The synergism of these two sectors is expected to generate products that protect the humans or even produce energy. Designing of more safe airbags to protect cyclists in case of an impact will be a fashionable way to substitute the use of helmets, which reduce the visibility of the cyclists. Moreover, shoes and jackets that use kinetic energy to power portable electronic gadgets will be an amazing offspring of technology and fashion.


About Chris Burch


Chris Burch is a well-known entrepreneur and investor in the technology, fashion, and real estate industries. He is the principal and founder of Burch Creative Capital. With over 40 years of experience, Burch has managed to achieve various remarkable milestones and boasts one of the most outstanding investment portfolios. His unmatched success has been as a result of his ability to find the nexus between innovation and implementation.


Burch Began his entrepreneurial journey while at the Ithaca College, where he and his brother invested $ 2,000 in Eagle’s Eye apparel, a company that grew to become a $165 million firm at the time he sold it. Chris Burch has also participated in the birth and thriving of over 50 companies.