Brendolyn Marie

Kate Hudson’s Fabletics Has What It Takes to Catch Amazon

Amazon usually does not have too much to fear when we are talking about the stiff competition in the fashion e-commerce market. Looking at why Amazon is in such a dominant position, all you have to do is take one look at the fact that Amazon is bringing in well over 20 percent of the sales. Now compare that to Kate Hudson’s Fabletics, breaking away from the pack and taking in an impressive $250 million in women’s workout clothing and active-wear. That is enough to put a scare in just about any company in this space.


This athleisure brand is not selling itself based on the high-quality or the fact it is attached to a celebrity, it comes from a very unlikely source. Hudson will tell you that membership perks for all her loyal customers and the reverse showrooming sales process are driving those impressive sales numbers. But if you really want to see these two components working in real-time, you need to begin this quest at the local mall inside the Fabletics retail stores. The women in these stores are window-shopping, browsing the active-wear racks, and trying on all the clothing throughout the store.


To be able to really make your mark in the fashion e-commerce market, then sales at your e-commerce store will need to be stellar. When you are shopping in the retail setting and you are trying on all the workout apparel in the Fabletics stores, each item of active-wear is going to then be uploaded to your membership account. The reason this is such a key to the success of the company is that you make it easier for a customer to continue the shopping process when it is convenient for them. Since you are not worried about your clothes fitting, you tend to fill up that shopping cart with more apparel and enjoy impulse shopping.


To compliment that sales process, Kate Hudson’s Fabletics members get free shipping for their online orders, assistance from a personal shopper, and discounts throughout the stores on leggings, tank tops, and yoga pants. This is not your average shopping experience like customers are used to getting when they frequent sites like eBay and Amazon. Amazon, for example, charges you $80 to just become a Prime member and get a discount on your shipping for a year. Kate Hudson’s Fabletics is piling on those member perks and turning casual shoppers into loyal customers.

Fabletics – Personalized Shopping Experience that is Designed Especially for Women

Fabletics is an athleisure brand that was launched in the year 2013 and in a very short period has established itself as one of the frontrunners in the fashion e-commerce retail market. The company is even giving giants such as Amazon a tough challenge in the market it caters to and has been able to build a robust and loyal customer base in the last few years. The company is highly technologically advanced and uses data to provide its clients with a personalized shopping experience that is unique in itself. It makes it easy for the busy women of today’s generation to buy what they want without having to scroll through endless collections of clothing items on online e-commerce portals.



Kate Hudson is one of the co-owners of Fabletics and her association with the brand has helped the firm in getting the momentum it wanted. Even though the fashion retail business is highly competitive, Fabletics has been able to stand out tall in the market because of its unique marketing model. The company offers VIP membership at a very nominal cost through which the members can buy products on the site at almost half the price.



Moreover, they also get few fitness clothing items each month that are personalized as per their taste, body type, and other preferences. The customers get mail at the starting of each month with the list of items they can choose from. The items displayed in the mail are selected as per the personalized preferences of the customers, and it helps save time and effort of the consumers to a great extent. Women don’t have to go through hundreds of website and select from endless choices, which can be very confusing, and at times, may even lead to overspending.



Fabletics also followed the footsteps of other major brands like Apple and Warby Parker by implementing the reverse showroom technique. The company, all of a sudden, started opening its store at key locations across the country, and this helped in creating broader brand awareness in the market. The customers who were intrigued by what Fabletics offer regarding quality, value and design got the firsthand chance to experience the offerings of Fabletics. It helped the company add to its brand value and identity, as well as its revenue. People who want to check out how Fabletics offer personalized shopping experience to the customers can take lifestyle quiz at the Fabletics’ official website.

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Fabletics Reverse Showrooming Strategy isn’t a Good Sign for Amazon

When people think of Amazon, people think of the company where they can purchase almost anything they want. Fabletics considers Amazon in a different way. Amazon is an e-commerce giant that creates a high competition in the internet market. However, Fabletics has taken on Amazon through a unique business strategy. The company has focused on a specific niche and built on it. Fabletics started out as an online fashion company. The firm opened its first stores and focused on a different business strategy. The firm makes use of a subscription model to get customer information and to retain them. Customers have to sign up and take a survey of their fashion tastes and likes. The survey ensures that the company can recommend the best product for every customer.


The great thing about the business model is that it retains customers. It is beneficial to the customer because they can get their clothing items easily. Fabletics subscription model is highly flexible. Customers can choose to skip a month if they do not want clothing items that time. One can skip a month or two before it becomes something that should be restarted later.


Fabletics has used the concept of reverse showrooming to attract and retain customers from other stores. The showroom is a business model that hurts many stores. Customers view a product and opt to purchase it elsewhere at discounted prices. Companies that operate on a showrooming business model often undergo huge losses. Fabletics doesn’t have a showroom. Instead, it has created a reverse showroom where it attracts customers from other markets. Fabletics has attracted customers by ensuring that the company products are sold at affordable prices. The company has also built a creative customer experience through personalization of products. As an online shopping platform, Fabletics has grown to become a leading online shopping destination.


Fabletics showroom is available at the company’s website. The firm has thousands of combination for every woman. Ladies that come to look at the company’s line of clothing and find them fashionable can purchase at discounted prices. Fabletics has realized discounts for customers through a membership business model. Fabletics brand has become increasingly popular. Many women that shop online opt to purchase clothing items from the company’s website. The showroom is quite large and offers an all-inclusive shopping experience. It means that one can find clothing items of any body type. Fabletics has enhanced the shopping at the website to be easy and fun.


Fabletics was established in 2013 by Adam Goldenberg, Kate Hudson, and Don Ressler. The three founders started the e-commerce platform after noticing a gap in the activewear industry. Before Fabletics, there were no fashionable clothing available for sale online. Fabletics has become a leading source for fashionable activewear and sportswear clothing items. The company has been in operation for three years and is now worth $250 million.