In the world of boxing there are winners and losers that travel very different paths. The winners like Muhammad Ali, Floyd Mayweather, and Mike Tyson go down in history as some of the greatest boxers in the history of the sport. The losers, by contrast, do not get their names etched in the minds of most boxing fans. They become forgotten because there are not highlight reels or television specials to celebrate anything that they have accomplished. This life of the loser in boxing, as in just about any sport, is the life of someone that is forgotten by the world. There have been a lot of clothing companies that have gone up against Amazon, and many of these companies have been knocked out of the ring. There is a new opponent that is ready to stand in the ring with Amazon, and this time the fight appears to be a fight to the finish for dominance in athletic clothing.
The company that is trying to sneak and steal the command lead that Amazon has in the industry is Fabletics. This company is more than capable of doing so because there it is face that is linked to brand. This face and personality is Kate Hudson. Jeff Bezos, founder and CEO of Amazon, has done a pretty good job of selling just about everything on Earth. He started with books – which still sell quite well on Amazon – to lure the initial crowd of readers. He expanded ever so nicely to include things like beauty products and movies. Bezos started giving users Amazon credits for used items and started selling used products. Bezos even started producing television shows. The company has expanded in almost every way that one could imagine. Clothes just seemed like another natural progression for the Amazon family of products that were already being sold.
Right now Amazon controls 20% of the entire clothing market according to Forbes magazine. Fabletics may not even have a controlling percentage of the market yet, but this company is averaging about $250 annually for sales. This is nothing to sneeze at when it comes to revenue. What Fabletics sounds like is a very formidable opponent. Amazon is so massive. It almost seems like Jeff Bezos doesn’t really have a huge worry about this company just yet. There should be worry, however, because Fabletics is becoming very dominant for a company that has been around for less than 7 years. This is the company that has spent a considerable amount of time expanding. Customers are seeing the benefits of going into the physical stores to shop and more of these stores are on the way.
Fabletics seems to be growing at a rate that no one many have anticipated. There were naysayers in the background trying to overlook the hard work that Kate Hudson has put in, but her fans stayed loyal. Hudson also stayed committed to building the brand. She has even been able to act and promote the brand successfully.