Years ago (or perhaps just months ago) Fabletics commercials were just footage of Kate Hudson laughing about something and doing yoga outdoors. But because I’m one of the only people on the planet who would buy a piece of clothing exclusively because Kate Hudson laughed a little and told me I look great in it, they’ve decided to adjust their marketing plan.
Instead of attempting to sell their troubled subscription-based activewear line with the perpetually happy face of its spokesperson, Fabletics has indirectly picked a fight with the most feared (and similarly incomprehensible) name in the activewear business: Lululemon.
In their most recent TV spots, Fabletics presents itself as superior to an unnamed (though obviously Lululemon-based) activewear brand for two reasons: 1) their clothes are less expensive, and 2) their clothes properly cover up pussies.