Kate Hudson’s Fabletics Pushing Amazon Off the Top Perch

Amazon has been sitting for years in that top perch in the fashion e-commerce market because none of the other competitors have what it takes to give them a real run for the money. Even with thousands of competitors fighting for every dollar, Amazon is pulling in 20 percent of all the sales in this space without any trouble. Things may be changing however, as Kate Hudson’s Fabletics has been gaining some serious ground on the clothing retail giant. In a little under three years, Kate Hudson’s Fabletics has sold $250 million of women’s workout apparel, and things only appear to be getting started.


Taking a much closer look at this athleisure brand, we discover that the success is coming from places one not expect. The obvious places you would think are responsible for the sudden growth would be a celebrity endorsement and high-quality, but the simple answer comes from reverse showrooming and multiple membership perks. Too be able to wrap your head around these two different aspects of the sales foundation, we have to drive to the local Fabletics store in your mall. The customers in this retail setting are all trying on everything throughout the store, taking a lifestyle quiz, even window-shopping without any sales associates pressuring them to make a purchase.


The secret to how Hudson’s Fabletics has become a force in the fashion e-commerce market all comes down to what is happening inside the website. Now since the shoppers have been walking around the retail store and trying on everything they can get their hands on, those items are uploaded to the member’s account online, basically allowing them to continue shopping whenever they have the time. Not only is this a more relaxed way to shop, the online inventory is tremendous compared to what is inside the mall.


As you can see, this is not your everyday women’s shopping experience. Add into the mix that these women also receive free shipping for the online orders, help from a shopping assistant at Fabletics, and discounts on all the workout apparel both online and in the retail shops. The number of new shoppers who are becoming loyal customers at Kate Hudson’s Fabletics has been growing steadily these last three years. If the numbers in sales continue to soar, then it might be true that this workout clothing company does have what it takes to knock Amazon from their perch.