How Kate Hudson’s Fabletics Has Amazon Very Concerned


Amazon has not had to be worried about any of their competition for many years because they have been sitting at the top of the fashion e-commerce market for years. To that point, just look at how they are pulling in a staggering 20 percent of the sales in that niche alone, despite having thousands of other clothing companies fighting for that same dollar. Then out of the pack emerges one manufacture of women’s workout apparel that is not content with those scraps left by Amazon. Kate Hudson’s Fabletics has been rolling these last few years, taking in $250 million in sales of women’s active-wear and unique workout apparel.


It might come as a surprise to most how this athleisure brand got off to such an incredible start. Listen to Hudson talk about her rewarding membership plan and the sales technique better known as reverse showrooming. These two are not new sales practices, but used in a specific way, have allowed Kate Hudson’s Fabletics to explode their profits each year. Take a closer look at what is happening inside the Fabletics store at the local mall. This is not your average clothing store shopping experience. In this store we see women taking a Fabletics lifestyle quiz, browsing all the racks for the latest in workout apparel, and trying on all the leggings, tank tops, and yoga pants throughout the store.


Part of the reason for the success of Kate Hudson’s Fabletics in this fashion e-commerce market, all comes down to the buyer experience. After these women leave the retail store, whether they bought anything or not, they eventually head over to the online store. When they log into their accounts, they discover all the workout apparel they were trying on inside the Fabletics retail store has been moved to their online shopping cart. What this means is not only can they continue shopping exactly where thy stopped at the mall, they can now shop the larger online inventory without concern if any of the styles they like will fit.


Kate Hudson’s Fabletics rewards their loyal customers with discounted active-wear prices, free shipping, and help from your very own personal shopper. Each month you discover your shopper picks a piece of active-wear based on your quiz answers and adds to your cart online. Amazon will be concerned about the growing success of Kate Hudson’s Fabletics if they are not worried yet.

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