Will Kate Hudson’s Fabletics Be Able to Catch Amazon?

Amazon leads the way in sales numbers in a number of very popular markets. As far as sales in the online apparel niche, Amazon is comfortably taking in over 20 percent of all the sales, while the other thousand retailers fight over the rest. It appears that one company is no longer satisfied with just fighting for those scraps, as Kate Hudson’s Fabletics has jumped to the forefront with record sales of $250 million in the same niche. Amazon may have enjoyed that giant lead for a long time, but Kate Hudson’s Fabletics is poised to close that gap significantly.


To hear Hudson discuss how her athleisure brand has become so popular, she only credits the entire success to reverse showrooming and membership perks. Let’s take a look at how these two processes actually work in real-time. We stop by the Fabletics store in the mall and see women of every age trying on everything from leggings, tank tops, to yoga pants without any pressure from associates to buy. These same customers may be window-shopping on their breaks, or they could be simply taking the Lifestyle Quiz to unlock more membership benefits.


Part of the membership perks is that each time you visit the Fabletics retail store and try on clothing, they get transferred to you online profile. So even if you do not buy the items in the store, the ones that fit perfectly are going to be waiting for you when you want to continue shopping or buy different colors or styles of the pieces that already fit. This sales process is making it easier for women to shop for active-wear and workout apparel on their terms. Since you already have worn the clothing, you are able to simply eliminate the doubt from the shopping process and just impulse buy as long as you want.


Kate Hudson’s Fabletic is rewarding their customer with other perks, from free shipping for all online orders to discounted pricing on women’s active-wear. One of the unique features of the Fabletics shopping experience is that after you fill out the Fabletics Lifestyle Quiz, you are going to be assigned a personal shopper who chooses one item each month based on your answers and places it in your cart. All this pampering and ease of ordering is making it easy for these women to help Fabletics break all sorts of sales records this year.