Kate Hudson decided to build Fabletics online first because she wanted to utilize her online marketing campaign to build an audience first. This would be one of the smartest ways to attract a large consumer base without actually getting engaged in the cost of operating multiple physical stores. As time has gone on however, Kate has realized that there is an audience that has not been reached just yet. In order to get a greater amount of visibility she knows that branching out into brick-and-mortar stores will be vital.
She also realizes that her desire to branch out into stores will give her access to a whole new crowd of investors that may have otherwise failed to notice what Fabletics is doing. Hudson is on a mission to bring this brand of comfortable athletic clothing to women around the world. This has been her goal from the very start, and now that she has the potential to attract investors there is a greater opportunity for her to accomplish her goals.
Hudson is teaming up with celebrities in the entertainment business and promoting her brand at a very fast pace. She is giving herself time to grow, and taking on new ideas that come from partnerships built with other celebrities that have their own ideals. This has given an edge that other companies like Amazon do not have.
When it comes to athletic clothing for women CEO Jeff Bezos is, at best, a re-seller of clothes that are usually designed by other clothing designers. There are a large number of people that start their own clothing stores through Amazon, and Amazon gets profits on the back end for the clothes that are sold. There are no designer Amazon athletic wear brands of clothing like what Kate has developed with Fabletics. This type of personalized design for her clothing line gives her a better advantage over so many other companies, and that is always a sign of the potential to go public. It is a privately held company, but co-founder Kate Hudson realizes that she has the ability to grow this company and in even bigger way if there are investors on board. It appears that she is prepping this company to get to that point where it can go public. Kate Hudson has put a lot of time into building her brand, and the increasing brand recognition for Fabletics is outstanding.