Can Kate Hudson’s Fabletics Sustain Against Amazon?

Amazon has been the leader in online clothing sales for some time, fighting off competitors over the years who have tried to knock them off their top spot. When this company began taking in 20 percent of all clothing sales online, they really left the rest of the competition in the dust. That being said, Kate Hudson’s Fabletics has been gaining ground quickly and all signs appear to show that this tough competitor may be able to sustain that $250 million in sales of women’s active-wear after all. Let us take a closer look at why the company is having such a huge rise in success.


Hudson will tell you that her athleisure brand is gaining popularity due to reverse showrooming and membership perks. While many may not be able to make the connection, we simply take a drive to the local Fabletics store at the malls to see the sales technique in action. At the retail setting, you have women shopping all the aisles looking for the latest in workout apparel, taking the lifestyle quiz, even trying on just about all of the active-wear inside the store. This is the type of atmosphere that Hudson wants to see, because this is the jumping off point for the success of the company.


So now what happens next is the real heart of the success of Kate Hudson’s Fabletics. Since shoppers at the mall were trying on all the clothing, those pieces are uploaded to the members online account. Now when these shoppers visit the Fabletics e-commerce store, they are able to stop being worried about sizes and focus on getting the latest releases in yoga pants, tank tops, and leggings. The sales at the online store are exploding, and are a huge part of the reason for the $250 million in sales over the last few years.


Membership at Kate Hudson’s Fabletics is all about pampering, and in addition to the items uploaded to customer’s profile pages, the company offers free shipping and discounts on merchandise too. One of the unique aspects of Fabletics membership is you get your own personal shopping assistant. Your assistant picks one item every month based on your lifestyle quiz answers, places it in the shopping cart, and the customer can buy or reject the item every month. Amazon should pay close attention to this business model, it seems to be working very well for Hudson.