Fabletics has named Ilona Aman as its new chief marketing officer. Aman reports to co-founder Kate Hudson and will lead all of the activewear brand’s marketing initiatives. She comes to Fabletics with a deep background in the sports, entertainment, and lifestyle industries, including leading marketing for the Beyoncé/Ivy Park partnership at Adidas. In her new role, she will focus on serving the brand’s fanbase through a digitally native approach.
Aman has more than 20 years of experience in sports, entertainment and lifestyle industries, including stints at Nike and Adidas. She will lead all of the activewear brand’s marketing initiatives..
Fabletics is a Los Angeles-based activewear brand that offers affordable, high quality and stylish workout clothes for women & men. It’s in direct competition with Lululemon.
The company was founded by Kate Hudson and her brother, Oliver Hudson (the latter of whom is also an actor.)
The company has since grown to offer multiple clothing lines, including Fabletics Performance, Ensemble, Swimwear and Accessories.
She comes to Fabletics with a deep background in the sports, entertainment and lifestyle industries, including leading marketing for the Beyoncé/Ivy Park partnership at Adidas.
At Fabletics, she will lead the brand’s marketing strategy and brand positioning to inspire customers to live a more active lifestyle through fun, affordable and on-trend fashion.
She comes to Fabletics with a deep background in the sports, entertainment and lifestyle industries.
In her new role, she will focus on serving the brand’s fanbase through a digitally native approach.
In her new role, she will focus on serving the brand’s fanbase through a digitally native approach. Edelman’s team will work closely with Aman to develop engagement strategies and marketing campaigns that align with Fabletics’ mission of “inspiring women to live their best lives.”
A digitally native approach is better suited to the current media environment, where consumers are increasingly moving away from traditional forms of advertising in favor of social media platforms like Instagram and Facebook.
Why is this interesting?
Fabletics is a Los Angeles-based activewear brand that offers affordable, high quality and stylish workout clothes for women & men. It is in direct competition with Lululemon, taking a growing part of their marketshare by offering higher quality products at half the price. Fabletics has also been more size-inclusive than Lululemon, which has only recently started to offer more sizes.
Fabletics is much less expensive than Lululemon, but it’s not as well known or established yet. This makes it easier for people to try out the company without feeling like they need to commit to paying full price on something they might be unsure about (like Fabletics) or they don’t want (like Lululemon). Additionally, the fact they are women-owned has been a huge advantage for the brand since Lulumon has faced criticism over its owner, and former CEO Chip Wilson’s sexist and often crude comments
