How Kate Hudson’s Fabletics Took on the Giant Amazon

Amazon is known for being the leader in sales in a number of niches, and by leader we are talking about sales far in excess of the closest competitor. In the online clothing market for one, Amazon has separated themselves from the pack and is enjoying sales of over 20 percent of everything in this space. Kate Hudson’s Fabletics is one of those competitors however that is not looking to stand by and give up the crown of top retailer just yet, in fact, over the last three years they have sold over $250 million in active-wear with no signs of slowing.

 

Hudson has no trouble telling anyone who will listen about why her athleisure brand has really exploded in popularity in such a short period of time. In addition to the popular reverse showrooming sales technique, Hudson offers her customers a very unique membership package with numerous perks. Look how things are conducted at the Fabltetics stores in the mall. Women are trying on as many pieces of active-wear they like, they are window-shopping for the latest pieces of workout apparel, they are even trying to enhance their membership by taking the Fabletics lifestyle quiz.

 

The sales process really kicks into overdrive when these same shoppers hit the Fabletics e-commerce store. Since these women were in the mall and tried on many of the workout apparel pieces, they know what fits and what doesn’t. membership makes it easy to continue shopping online because these items are uploaded to the shopper’s online profile, so they can just pick up exactly where they left off at the store at the mall. Instead of worrying about if an item will fit, these shoppers are stuffing their online shopping carts with as many new releases they think they can afford. Sales are literally exploding at the online site.

 

Kate Hudson’s Fabletics has many other perks for being a member to the store. All members will enjoy free shipping for their online purchases, as well as discounted prices on all active-wear. Hudson even gives each customer a personal shopping assistant who is going to lighten the load by picking one item each month they think the customer will enjoy. These selections are based on the quiz results, and just part of the overall pampering that is something this company loves to deliver. Amazon is in front for now, but that may be changing in the near future.