How Could Kate Hudson’s Fabletics Ever Catch Up to Amazon?

When you are comparing any company to that of Amazon, you have to look at how far from the rest of the pack this clothing giant really is. Amazon is in a very competitive fashion e-commerce market, and they still are dominating by bringing in well over 20 percent of all the sales in this space. Now as scary as that may be for the thousands of clothing companies in that space, Kate Hudson’s Fabletics has been cruising right along and pulling in around $250 million in sales of women’s workout clothing in a little under three years.


Talk to Hudson about the success of this athleisure brand, you will discover that it has to do with membership perks and her unique reverse showrooming technique. Take a look at how things are taking place over at the Fabletics store inside the mall. This is not your typical women’s clothing store, you will not find sales associates pushing hard to move merchandise, instead, this is one of the most relaxed buying atmospheres in the mall. Women are trying on all the latest workout apparel, they are window-shopping when the new styles of active-wear arrive, they are even taking the lifestyle quiz to help enhance their membership benefits.


The key to the success of this brand in a very competitive fashion e-commerce market takes place at the Fabletics online store. Now since these women have been shopping at the mall store and trying everything on, they will discover all those items have been uploaded to their online account so they are now able to continue shopping exactly where they left off inside the mall. Now since the concern about a piece of active-wear fitting correctly has been eliminated from the equation, these women break out the credit card and start filling the online cart with everything from leggings to tank tops.


Membership perks for these Fablectics customers also includes free shipping on those online orders, discounted pricing for the workout apparel, and your very own shopping assistant. The assistant looks at your quiz answers and picks a piece of apparel each month that they thing you will love. The perks and the pampering are all par for the course at Kate Hudson’s Fabletics. Amazon may have to start paying closer attention to this workout clothing company because they seem to be growing year after year with their sights on a bigger piece of the pie.