Athletic clothing is an industry that produces billions of dollars each year. This is no shortage in sales for clothes in this industry, and many experts predict that there will be a surge in the growth. This all stems from the way that celebrities like Beyoncé and Kate Hudson have been able to make athletic clothing look so alluring.
Working out is something that has become trendy. Celebrities can put their stamp of approval on just about anything and people will come running. This is how Fabletics has become the company that has moved up the chain in the business world with such a great amount of success so early. Kate Hudson is someone that a lot of people recognize. She has appeared in movies for over two decades. This gives her the ability to span generations and attract everyone from the baby boomers to the millennials. That is good for her because she is the co-founder, front line face of the brand and a designer. Kate Hudson even models the brand so she has used her celebrity status that earn profits for this brand. The marketing technique works very well for her.
The reason that this may work better for Kate Hudson than it does for Beyoncé has to do with the level of commitment. Kate Hudson, an actress, has had time to put her movie career to the side and focus on her life as a business woman. Kate Hudson is the co-founder of Fabletics, and she has actually won an entrepreneur of the year award for her hard work. With Beyoncé, a singer that is on tour, the Ivy Park brand that she launched has to take a backseat to her career. She doesn’t have as much time to promote it.
This is just the surface of the differences. The reality is that Beyoncé is placing her brand in stores like Nordstrom and depending on the department stores to place advertisements for this brand. Kate Hudson, by contrast, has built a brand that stand alone and competes with other department stores. She is opening 100 locations for Fabletics. This gives her the competitive advantage over Beyoncé because the Ivy Park brand has a middle man.
There is also the way that the product is marketed. Beyoncé comes from the angle of working out and being disciplined. She narrates a commercial and brings about a serious tone. She has managed to provide insight on her life as an artist and how working out has played a part in that. Kate Hudson, by contrast, has simply chosen the comedy route for her commercials. Both of these celebrities play upon their strengths in concerns to the fields of entertainment that they are known for. What Hudson has done in overshadowing others that promote athleisure is provide customers with subscription services. This is automatic reoccurring revenue for Fabletics. That is the puzzle piece that is missing from lots of other companies that sell athletic clothing. That is where bountiful profits exist.
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