There is no clue as to what Kate Hudson is planning to do next when it comes to celebrity endorsements, and this element of surprise may a great competitive advantage for her company. No one was aware that she was teaming up with Demi Lovato for the Fabletics clothing brand. This caught many people off guard, but it has come as a pleasant surprise.
People that have heard about this partnership are seeing this endorsement unfold through social media. Kate Hudson has been able to promote the brand through her own social media, but having someone like Demi Lovato talk about the brand through her social media profiles as well gives Fabletics and even greater amount of brand recognition. This is something that Jeff Bezos of Amazon has not been able to capitalize on. He does not have the same social media presence that these women have when it comes to marketing clothes directly to other women. With a spectrum of celebrities that range from a young fresh face like Demi Lovato to a middle-aged crowd that Kate Hudson handles it is clear that celebrity appeal is vital. Even Goldie Hawn is able to lure an older crowd to Fabletics.
Kate Hudson has been able to deliver when it comes to building brand awareness for Fabletics. She knows that this is going to play an important part in appeasing investors when she goes public. Hudson is trying to get her IPO to a certain point, and she knows that she will have to utilize her celebrity endorsements and play up on her strength as a celebrity to take the brand forward. That is the main reason that Kate Hudson is the front woman for this brand. She is not the only person that has played a hand in the founding of Fabletics. There are others like Adam Goldenberg – along with Don Ressler – that have also had a part in developing this company. The difference, however, is that Kate Hudson is a celebrity. People know exactly who she is. They may wonder who Adam and Don are, but people are going to recognize Kate Hudson instantly. The same goes for Demi Lovato.
Fabletics is already grown tremendously, but there definitely is room for more growth. Kate Hudson is using her celebrity connections to get started, but she plans to do more expansion by opening more brick and mortar stores.