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.

Fabletics is making shopping for stylish apparel simple and saves you time shopping

People have busy lives. They don’t have time to shop for the perfect outfit, much less the perfect outfit to head to the gym in. Time spent shopping could be better spent on things like going to the gym or enjoying your life. Fabletics helps streamline shopping for workout gear and makes it easy and affordable to get the stylish outfits that you are looking for. The goal at Fabletics is to inspire people to live and enjoy a healthy and active lifestyle. Their clothing helps people achieve that goal and the easy shopping they provide to their customers gives them back more time to enjoy their lives.


Fabletics launched in 2013, when Kate Hudson, along with the other founders, saw that there was something lacking in the workout apparel industry. There were plenty of expensive brands that people could purchase, but they were out of reach for most people. There were a few affordable brands, but the quality was lacking and they would fall apart after only a few workouts. Fabletics set out to bridge the two worlds by offering quality and stylish workout apparel at a price that people could actually afford. They started with a monthly subscription membership business model that has proven wildly successful, and turned Fabletics into a multimillion dollar business.


After finding such success online, even with heavyweights like Amazon dominating the online apparel industry, Fabletics has decided to open physical stores. They are using a reverse showroom technique to sell their apparel in store and online. When their customers shop in store, the items also go into their online shopping cart. Then they can choose to purchase it later, if they wish. When many stores are losing business to online stores who sell the items cheaper, it doesn’t matter to Fabletics whether their customers purchase online or in store. They simply are offering another level of customer service to their members. Their stores also get to know the styles and trends of the communities that they serve, making it easier to know what outfits to offer their customers. Their store also helps boost their online membership by signing up a fourth of those who enter their stores to become monthly members.


The reason that their members come back month after month is the great quality and service that they receive. Kate Hudson makes sure that all the outfits offered are the latest trends and styles available in the marketplace. The quality can be compared to that of the expensive brands, at a fraction of the cost. They are so soft and comfortable, you will want to wear them in your daily life, not just to the gym. You will find that Fabletics clothing retains its shape, compression, and color after many times through the washing machine. You will be sure to be looking fantastic and have the support you need for many workouts to come. Thanks to the quiz you take when you sign up, the website and offerings will be customized to your preferences and lifestyle, making shopping quick and easy.

Black Friday week is still going strong! Shop the sale in stores and online. (Link in bio)

A photo posted by @fabletics on