The Fabletics CEO and Amazon CEO Face-Off

There is a lot of talk about the Fabletics brand and the way that Kate Hudson has changed the way that women see athletic gear. She has done some amazing things in a short amount of time, and it appears that Kate Hudson is just getting started. She has shown that she is dedicated to bringing forth a company that has a diverse line of athleisure wear that is comfortable and durable. What she may not have counted on is the amount of competition that came from Amazon, but she is still ready to handle this adversary. This is already preparing to launch some physical stores to get to customers that a cyber store like Amazon cannot reach.


A large part of the reason that she may have never considered the competition with Amazon is because this is an online store that sells everything. There are many people that buy electronics on Amazon that are not even aware that this company is selling clothes. In reality, however, Amazon is selling just about everything. Jeff Bezos is a very competitive person and he has made his way to the top by being a hard-nosed CEO that will tear into any executive that is not making Amazon profitable. Jeff and Kate have completely different personalities when it comes to business decisions, and this will be the interesting part of the competition between them.


Most people that have checked out any of the Fabletics commercials will see Kate Hudson has the same warm comical personality that is seen in the movies that she stars in. Jeff Bezos, by contrast, is someone that is rarely seen by the public in relation to his Amazon website. He is disconnected from customers. It is also evident that Kate is putting her personal spin on what she likes in terms of workout clothes. She gives her own personal recommendations. Amazon CEO Jeff Bezos, on the other hand, is not really present through his cyber store. Instead, he relies heavily on the reviews of consumers that have tried products. They write customer reviews about the things that they have tried and this can encourage other customers to try the same products. That is where their style of luring customers differs.


It is totally understandable that some of the customers will head in the direction that Kate is going with Fabletics because they like her hands-on approach. There are others that are going to be more interested in what Amazon may offer and they may be less concerned about the opinions of the CEO of the company. Ultimately, however, there is a level of consumer appeal that extends to social media. This type of expansion leads to a greater number of customers that are embracing Fabletics. There are other companies like Amazon that are big not really popular through social media circuits. Fabletics, however, has been embraced by other celebrities and there is a lot of Buzz about this product line on social media websites like Twitter and Instagram.

Chris Burch on thr Future of Fashion

How do we determine what is and isn’t fashionable, and how does this change what comes into style in the immediate future? In a recent piece for Engadget, venture capitalist Chris Burch shared a few ideas of how we relate to and define the fashion trends of the future.


Throughout the latter half of the 20th century, Burch points out, a trend of consumer technology being presented to the public through media, mostly movies, made those devices more fashionable in the immediate future. Along with the adoption of this tech came the development of it, making what were once simple devices into more complex platforms that could do more, inadvertently making technology itself an accessory we all were eager to try on.


While the Sony Walkman eventually gave way to the Apple iPod, both being integral additions to casual fashion, Burch now sees a time where fashion designers are taking the technological accessories of the current era and finding a way to integrate it into fashion itself.


In the realm of practicality, designers like Anna Haupt and Terese Alstin have found ways to integrate airbag technology into the clothes of cyclists, protecting them from potential crashes while on a ride. There are applications for such technology in the use of emergency response, like the work of Kevin Cannon and Ashwin Rajan, who’ve designed gloves for firefighters, allowing them to relay information via hand signals when verbal communication is impeded by the current situation.


More importantly Burch sees this not as a collapse of one industry into another, but as a mutually beneficial relationship. In the case of certain common, yet problematic medical condition, such as weaning eyesight, fashion can make technology more acceptable. Though not a commercial success, the initial acceptance of Google Glass, and eventually VR and AR platforms, came about with a great deal of help from the fashion industry which promoted them from catwalks and photo shoots. For people who need sight assistance, promotion from the fashion industry not only makes their glasses more appealing but opens up technology to be more innovative in how they design function around form.


Burch sees fashion as something that can be intrigued by function as much as by style, giving us unique looks that make the world a better and more interesting place.


About Chris Burch:


With 40 years in Venture Capitalism, Chris Burch has been involved in more than 50 companies in disparate industries. This has allowed for the development of various relationships, leading to an impressive portfolio of notable names and brands.


With an innate understanding of consumer needs and trends in many markets, Burch founded Burch Creative Capital. As CEO, Burch applies his vision of the future and takes advantage of market opportunities to marry imagination with innovation to bring new designs from the future into the present.