How Kate Hudson’s Fabletics Company Shows It Can Compete With Amazon

Ever since Amazon started becoming a major retailer in the ecommerce world, its been said they’re the unbeatable giant that’s ushering in the end of brick and mortar retailers aside from Walmart, and is going to forever change how business is done. But one company that seems to be able to take Amazon to task is Fabletics, a fashion company owned by celebrity Kate Hudson and originally based online but now also has physical stores. What’s usually been the trend with buying things on Amazon is shoppers might go to a physical store, look at an item they want and then instead of buying it at the store, they’ll get it cheaper on Amazon and cost the physical store money. But Fabletics is able to do the opposite by customizing user outfits, and since most people like to try apparel on before buying it, their website and app has a way of encouraging customers to visit the store to get their apparel, otherwise known as “reverse showroom.”


If you’re familiar with Kate Hudson, the first things that might come to mind are the movies she’s starred in including “Almost Famous,” “How To Lose A Guy In 10 Days,” “Fools Gold” and “Bride Wars.” But one of her passions is always getting exercise and proudly being about in athleisure wear. It wasn’t long ago that she met up with two fashion entrepreneurs Adam Goldenberg and Don Ressler who had previously been with MySpace but were making their niche in the women’s fashion industry by starting a company that sold various apparel at low prices without a middleman. They also saw a void in the women’s athletic wear area for low-priced items like yoga outfits and jogging gear. They wanted this new brand to marketed by someone women could trust, and Kate Hudson was just all too happy to become the owner of Techstyle Fashion Group’s subsidiary.


Hudson teamed up with Gregg Throgmartin to not only roll out Fabletics’s designs but also to use a marketing strategy that sells not only the product itself but the shopping experience, something many younger shoppers look for. What likely attracts women to Fabletics is that its apparel is all-inclusive for women of all sizes, and most of them could say there’s a feeling of empowerment when they wear a Fabletics outfit. More so, there’s VIP membership which members can opt in or out of, but it lets them build up membership credits and earn even more discounts when they purchase or refer people.


The power of the crowd increasingly determines the consumer purchase. Today, clients depend on referral from people they know and look out for reviews to gain trust on a brand. This shift in consumer behavior has led to perceptive brands capitalizing on it with review-centric marketing strategies. Fabletics is one of the well-informed brands that have capitalized on the consumer shift behavior.


Fabletics has grown by more than 200% since its launch in 2003 with above one million paying member and over $235 million in revenue. TechStyle Fashion Group corporate marketing officer, Shawn Gold attributes the success of this brand to incorporating user reviews. Leveraging the rise of reviews in the current client journey has powered Fabletics rapid growth. Consumer reviews have the capacity to improve loyalty, increased customer relations and brand retention by customers in all industries.


Reviews contribution to growth

Online reviews are on the rise in decision making as most people have gone digital. Before making, any purchase people research on the businesses and read reviews for decision-making. Genuine and authentic reviews boost the business online presence by, improved search rankings, capturing more clients leading to increased revenue collection. Fabletics increase the number of repeat clients by incorporating and addressing user reviews into offerings for both products and policies.


They have been an increase in the review options for customers with the rise of the number of customers seeking out more reviews. This is also because of the rise in the number of brands tapping into the economic boost provided by the crowd. According to Muhlmann, the brands in the growing global trend is what the customer says not what the company says. The brands have been forced to be customer focused and transparent with the crowdsourcing. The businesses are run with data and empathy and to know what people want you to have to listen to their circumstances and tastes. This helps in improving their lives, by confirming the customers’ direct opinions.


Kate Hudson on Fabletics success

When the founders of the TechStyle Fashion Group, in 2013, thought of starting an athleisure brand, they wanted to replace the sea of grey and black overpriced workout gear for women. They wanted to create quality, stylish and reasonably priced athleisure brand. They choose Kate Hudson as their partner for her approachable personality and her active lifestyle. Kate Hudson is involved in reviewing budgets, picking social media strategies, and in the design process working closely with the team for elevating the fresh stylish status.


Kate Hudson has been in the front to ensure there is clear communication. This has seen Fabletics upgrade their customer department and the company has proper inventory levels with the implementation of a new data system. This commitment to customer service and quality has led to the company rapid growth. Instead of going for it alone Kate Hudson partnered with the parent company TechStyle Fashion Group and benefited with funding, resources and its experience in the online fashion world. They share resources like marketing team, Facebook experts and design staff making 70% of Fabletics be a shared service.

Richard Mishaan Design: Architecture, Interior Design and Fashion Fused into one

Anyone who loves interior design and architecture will tell you that Richard Mishaan is one of the best designers on their list. Richard is the founder of Richard Mishaan Design, a business which he runs with a lot of passion. He is also crazy about fashion and art, concepts which he readily incorporates in most of his designs.

Richard Mishaan Design has been in the business for many years now, and the firm’s reputation is still growing. The firm has handled many residential projects before. Richard also started working a lot with hotels. Some of his notable projects include the designing of 290 rooms at St. Regis, NY. The project also involved designing the hotel’s ballroom and meeting rooms. His other project involved designing another 90 rooms of a hotel in Cartagena.

Designing spaces is not a difficult task according to Mishaan. Richard Mishaan Design usually incorporates various art and design options. While some of the pieces they use are expensive, they also use cheap yet unique ones.

Richard Mishaan Design also considers the theme of the space and its use before designing it. Clients are always involved in the process because they will be the beneficiaries of the work. What makes Richard Mishaan Design unique is that they not only guide their clients through their portfolio but they also help them figure out what to incorporate in their spaces.

About Richard Mishaan

Raised in Colombia, Richard Mishaan also gets his inspiration from his cultural background. His family moved to Colombia from Germany during the Second World War. Mishaan’s mother, who is now in her eighties, still lives in Bogota. When he joined the University of Colombia, Mishaan studied Architecture. He also studied at the New York University where he earned his BA degree.