How Kate Hudson’s Fabletics Caught Amazon in a Competitive Market

Fashion / Wednesday, June 28th, 2017

Amazon has been the leader when it comes to sales of online apparel. Over the years Amazon has distanced themselves from the other thousand retailers fighting for the same customers, and today they comfortably rake in 20 percent of the sales that occur in this space. Kate Hudson’s Fabletics is breaking records of their own, scoring well over $250 million in sales of active-wear and workout apparel for women. Those numbers are especially impressive considering who the giant retailer is in this apace.


When Hudson is asked to explain how her athleisure brand has been so successful in such a very short amount of time, the credit she says goes to reverse showrooming and a membership package that really does reward members. In order to get a better understanding of how these numbers came to be, the first order of business is looking at the Fablectics stores in the mall. This is the place where women are showing up to take the lifestyle quiz, try on all the latest in workout apparel, and window-shop during their busy days. One thing you will notice at the retail store is that the sales associates are not pressuring these customers to make purchases, and for good reason.


Next we go to the Fabletics e-commerce store, and what is happening here is all part of the reverse showrooming process. Since the yoga pants, tank tops, or leggings were tried on while at the mall, they are moved to the members online profile for future consideration. Knowing the clothing fit while at the store, buying online is no longer about hoping and wishing the right size apparel arrives at the door. Now these women can simply search for the latest styles, the brightest colors, and all the new releases in this incredible clothing line.


Kate Hudson’s Fabletics knows that the way to get these shoppers to become loyal customers is by pampering them. Included with your membership is discounts on the entire inventory, free shipping for online orders, even a shopping assistant. Your personal shopper looks over you quiz answers and buying patterns and will choose a new release each month they would like you to consider. Amazon does not offer these types of perks to their members in fact, with an Amazon Prime membership you have to pay $79 each year just to get two-day shipping. Kate Hudson’s Fabletics has found the right balance of quality merchandise and exceptional customer service her customers really enjoy.