How Kate Hudson’s Fabletics Was Able to Make Amazon Squirm

To get the attention of Amazon, you really have to be doing something quite spectacular in the fashion e-commerce market. Amazon usually is not looking over their shoulders because they command a whopping 20 percent of all the total sales in that industry. One company has given this retail giant a reason to squirm, and that company is Kate Hudson’s Fabletics. In just a little over three years, Kate Hudson‘s Fabletics sold $250 million in workout apparel for the ladies. With no sign of slowing down, Amazon is certainly paying closer attention to what is happening to their huge lead.


If you want to know what the driving force is that has been causing this athleisure brand to blow off the racks, we talk with Hudson herself to get the dirt. Hudson credits the reverse showrooming sales technique in conjunction with the membership perks offered to all her loyal customers. The only way to understand these terms in real-time, we have to take a trip over to the Fabletics stores at the local malls. What we see happening in the retail store is quite amazing. There are women all over the store taking active-wear off the racks and trying them on, but many do not make a purchase when they leave. These women are filling out the lifestyle quiz, browsing new releases, and getting their memberships, but sales are not a top priority for sales associates.


Here is how Kate Hudson’s Fabletics began to make a real name for themselves in the fashion e-commerce market. Each time a piece of workout apparel was tried on inside the retail stores, it will get transferred to that member’s online account so when they log into the Fabletics e-commerce store, it is already in their cart ready to purchase. This makes it a breeze to simply pick up and start shopping again, and it also mean these women can stuff those shopping carts with things like leggings and tank tops that are plentiful in the online store.


Look at all the membership perks a customer will receive when they are shopping at Fabletics, it is in wide contrast to the discounted shipping you only receive as an Amazon Prime member. Loyal Fabletics customers will receive discounted active-wear pricing, free shipping for all online orders, and even the assistance of your very own personal shopper. Amazon may finally have some real competition to worry about.