How Kate Hudson’s Fabletics Caught Amazon in Record Time

To understand just how dominant Amazon has been in the online clothing market, you have to look at how many other retailers are all fighting for that same dollar. With thousands of clothing retailers all going after the same crowd, Amazon has not been too worried as they continue to rake in 20 percent of all the sales in this apace. While that is a huge chunk of change, it appears Kate Hudson’s Fabletics is not worried about a little competition, having already sold $250 million in active-wear and workout apparel for women.


To hear it from Hudson, the ultimate success of her athleisure brand can be credited to reverse showrooming and her unique membership package. The company is growing year to year, and looking inside the local Fabletics store in the mall will give you an idea why things are so successful here. This is not your average clothing store, the mood and atmosphere is relaxed as the sales associates are not pressuring anyone to make purchases. In fact, the women shopping here for yoga pants and leggings are trying all the workout apparel on and just taking the lifestyle quiz, so worries and no real hurry.


The reason that Fabletics is soaring in the fashion e-commerce market, all comes down to what happens when these same customers visit the e-commerce store. Now since the items in the mall were all tried on, these customers already know how everything fits. Those pieces are uploaded to the buyers account online, and they can just keep shopping. Without sizing in the equation, these women will simply buy all the latest when it comes to active-wear, stuffing those shopping carts with all the tank tops and yoga pants that they can. This is part of the reason sales are soaring at Kate Hudson’s Fabletics, impulse buying at its best.


So the membership perks just keep on coming at Kate Hudson’s Fabletics. In addition to the uploading the store items, customers get free shipping, discounted apparel prices, and even the help of a shopping assistant. Your shopping assistant simply looks at your lifestyle quiz answers, picks a piece each month, and you decide if you want to items or not. The entire buying and shopping process is streamlined to make things easier on the customer. Amazon may be caught and passed in the very near future if things continue on the pace they have been moving.