Kate Hudson’s Fabletics Not Afraid to Compete with Amazon

The online apparel market is littered with businesses who thought they could compete with Amazon on one level or another. Regardless if you lower your prices or increase customer service, Amazon simply continues to make 20 percent of all the online apparel sales year after year. One company is not afraid to go after the retail giant, and they are closing the gap faster than anyone could have predicted. Kate Hudson’s Fabletics not only is moving to pass Amazon in sales of women’s active-wear, they are looking to build on their $250 million in sales they accomplished in only three short years.


When Hudson was asked to share some of the secrets to the success of her athleisure brand, she gladly talks about only two aspects of her company, reverse showrooming and her membership perks plan. Hudson says by focusing on these two areas, her company has been able to bridge the gap to Amazon faster than any could have imagined. Look at what is happening inside the Fabletics retail shops in any mall, you see women of every size and age trying on all the workout apparel, window-shopping, and even taking the Lifestyle Quiz offered by the company to enhance membership perks.


To the surprise of the competition, many shoppers actually leave the store without busing anything. Hudson says that is just fine!


The reason shoppers leave the Fabletics retail stores empty-handed is because they know each of the pieces they wore inside the store was instantly uploaded to their online account. That means they can continue on with their busy day, then hit the online site and just keep shopping. Since they now know how each piece fits, they can shop confidently and grab new colors, styles, or arrivals, and fill the cart with far more than they would have considered buying at the mall.


The Fabletics customer is being pampered every step of the buying process, and it has certainly been a key to the explosion in growth of Kate Hudson’s Fabletics. Each member is given free shipping for all their online orders, they are offered preferred member discounts throughout the year, and they even get the assistance of their very own personal shopping assistant. This is no ordinary shopping experience, Hudson has found a way to keep the customer engaged and happy either in the mall or at the online site.


Amazon and eBay are not set up to pamper in this manner, part of the reason Kate Hudson’s Fabletics is poised for big things this year.

Kate Hudson’s Fabletics Giving Amazon Some Pressure

In order for any company to give Amazon pressure, they have to be generating numbers that are out of this world. Looking closely at how dominant Amazon has been in the fashion e-commerce market, it is easy to see that it is no wonder thousands of clothing retailers are barely able to even come close to even moving Amazon from the top spot. Amazon does 20 percent of all the sales within the apparel industry, while the others fight each other for what they can get. Kate Hudson’s Fabletics isn’t fighting for any scraps, they are ready to compete with the big dog, having sold $250 million in women’s’ workout apparel in less than three years.


Talking with Hudson about the success her company has enjoyed in such a short time, and she credits the growing popularity of her athleisure brand to some very simple yet effective sales techniques. Reverse showrooming and her companies membership package, the two foundations to ultimate success of the Fabletics brand. Take one look inside the Fabletics retail stores in the mall to see these two techniques working in tandem. Women inside the retail shops are trying on all the clothing they want without any pressure from a sales associate, in fact, they are window-shopping, browsing, or taking lifestyle quizzes too. Many will browse and try on clothing without even buying anything before leaving.


So how can Kate Hudson’s Fabletics be dominating the fashion e-commerce market without making sales in the stores? That is where the e-commerce store comes into play. Now as a member of the store, each piece of active-wear and workout apparel you try on in that retail store is uploaded and transferred to your online account. The genius of this is that these women can continue shopping at their convenience, and since they know how the active-wear fits, they simply go splurge and buy things on impulse. This is part of the reason the company has sold so many millions in a relatively short time.


Membership benefits also include discounts on all workout clothing, free shipping, and your own personal shopping assistant. Your assistant looks at your lifestyle quiz answers, picks one piece of apparel each month, then loads into your shopping cart for your consideration. The theme here at Kate Hudson’s Fabletics appears to be pampering the customer, and it must be working because sales continue to increase year to year.