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Could Kate Hudson’s Fabletics Really Compete with Amazon?

If you want to know if a company has what it takes to compete with Amazon, you have to look at the sales in that niche to get a better understanding. Amazon leads the way when it comes to online clothing sales, and even though there are thousand of retailers in this space, Amazon is making 20 percent of the sales. Could any company really compete at that level? It looks like Kate Hudson’s Fabletics is up to the task, having already sold over $250 million in the same space as Amazon in a very crowded niche.


When you listen to Hudson talk about her athleisure brand, she is always discussing things like her membership package and the sales process better known as reverse showrooming. To the average customer, these might seem like just sales tactics that don’t translate to their buying patterns, but if you see those sales as they are happening you get a completely different perspective. Looking inside the malls around the country, you find women shopping the Fabletics store for new arrivals, trying on all the fun and exciting pieces of workout apparel and active-wear, even taking time from their busy days to fill out a lifestyle quiz.


The who sales process really takes shape when these customers hop online. Having already tried on the clothing in the mall, those items get moved to the e-commerce site as part of your membership perks. When you can see the clothing that you already wore and know it flatters your frame, you tend to buy without worry. Now these same customers are filling their online carts with new arrivals and exciting colors of tank tops, leggings, and yoga pants. Sales numbers are exploding each year because Kate Hudson’s Fabletics has found a way to eliminate the worry of buying the wrong sizes while offering membership perks unlike any other retailer.


Kate Hudson’s Fabletics customers are getting free shipping on those orders, discounted pricing, and a personal shopper as part of the membership perks. Those quiz answers are analyzed by the shopping assistant each month, then they select one piece of active-wear they think you will love to add to your collection. Amazon only offers two-day shipping for $80 a year for being a member, a far cry from the pampering experience you get when you decide to start buying your high-quality active-wear from the Kate Hudson’s Fabletics stores.