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.