Amazon is a company that sells everything. People have come to expect the CEO of Amazon to bring forth a whole new level of electronics and things like the dash button to make life easier for shoppers.
He has managed to do this in a great number of ways, but Kate Hudson is also aware of things that can make life easier for shoppers. With Fabletics she has implemented a strategy where people can utilize a lifestyle quiz to discover the type of clothing that they workout in. From this point they can become VIP members that get automated shipments of the clothes that fit their profile choices each month.
She may not be doing exactly the same thing that Jeff Bezos is doing with Amazon, but she has definitely found a niche where customers can save time with the shopping process through Fabletics.
The fact that she has become successful makes it very interesting for the competitors like Amazon CEO Jeff Bezos to see what she is doing next. People want to know what her next move is because many entrepreneurs are trying to duplicate it. She has had an extended amount of success, and any success is going to bring a wide range of copycat entrepreneurs.
The thing that may work the best for Fabletics may not necessarily work so well for other brands. It would be difficult for Amazon to implement this same type of strategy because this website has a lot of third-party vendors. Amazon itself does not have a brand that is connected with the Amazon clothes. Amazon is able to be somewhat diverse because there are a lot of vendors that sell clothes through this website. Fabletics, however, is a website where thousands of different garments are available, and Kate Hudson is constantly putting more garments on the website each week.
These are not outfits that are sold by third-party vendors that are using Amazon as a eCommerce storefront. To the contrary, these are all clothes that are part of the Fabletics brand.
The anticipation of new clothes that are hitting the Fabletics site each week is what keeps customers coming back. Amazon does not necessarily have this type of variety to keep customers coming back each week. Amazon is not producing this much new content. That is going to be the thing that makes Fabletics stand out from any of the other companies.