Fabletics is the company that is getting a lot of attention from celebrities. A large part of this may have to do with the fact that it is a company that was co-founded by a celebrity by the name of Kate Hudson. She has a lot of friends in the industry, and the recent partnership with Demi Lovato for a limited edition clothing line gives even more exposure to this brand. Kate Hudson realized that this may be the thing that makes this brand stand out from the competition, and she is completely embracing the building of her brand awareness through her celebrity relationships.
Chrissy Teigen has been tweeting about this brand since the start of fabletics. Kate Hudson’s mother Goldie Hawn has also favored this brand. Kate herself has appeared in commercials for the Fabletics brand. It is all part of an excellent marketing strategy that helps more people recognize this brand. The great thing about her multiple connections in the entertainment world is the different avenues where people get a chance to hear more about Fabletics.
It is her partnership with Demi Lovato that has allowed Kate Hudson to get exposure for Fabletics through music magazines like Billboard. Demi Lovato is a singer, so it made perfect sense for billboard to cover the story about her partnership with Fabletics.
Kate Hudson is in the entertainment business as an actress so movie magazines will also cover what Kate Hudson is doing with the Fabletics brand. Her friend Chrissy Teigen is a model so this provides another avenue where Fabletics may be mentioned in magazines that are covering models. It is all of these different facets of entertainment that allow take Hudson to build a greater brand awareness for this for Fabletics brand. This is a great way for her to compete against Amazon because this is one of her biggest competitors. Jeff Bezos may not have the type of celebrity appeal that Kate Hudson has, but he has years of experience with selling just about every product that people can think of. It is his multitude of products that gives Jeff a competitive advantage. Kate Hudson is hoping to lean in and overshadow him and the athletic clothing industry by building his own competitive advantage of celebrity endorsements. The fact that she is utilizing her entertainment resources is what gives her an opportunity to stay relevant with young consumers.