How Did Kate Hudson’s Fabletics Catch Amazon?

The online clothing market is perhaps the most competitive of all the niches, and it doesn’t help those struggling to make their bones that Amazon is dominating this fashion e-commerce market too. To get a clear understanding how dominant Amazon has become in recent years, this retail giant is gobbling up more than 20 percent of all the sales every year. It would take a lot for any clothing company to even dare try to move Amazon from the top spot, but that is exactly what Kate Hudson’s Fabletics is doing. In three short years, Kate Hudson’s Fabletics has already sold $250 million in women’s apparel with their eyes on a much bigger prize.


What is the secret to the incredible success of this athleisure brand in order such a short amount of time?


In order to get a real understanding as to what it was that caused the sales at Fabletics to soar, we need to take a seat with Hudson herself to see if she will reveal her secret. To the surprise of many, Hudson is not afraid to share her success story because it really comprises of two basic sales elements most clothing retailers are taking advantage of in one form or another. Those two sales components are nothing more than reverse showrooming and member benefits. It is the unique way that Hudson uses these two together that are changing the industry as we know it online.


Let’s walk inside one of the Fabletics stores in the local mall, what you see is a unique shopping experience that really has women of all ages excited. These shoppers are busy trying on all the tank tops, they are looking for the latest in leggings, and they are even sitting down and taking the Lifestyle Quiz that can unlock more member benefits. Most don’t buy anything, yet the stores still are making millions. How is that possible?


When you are a member and in the store, everything you touch is getting moved to your online member profile. That means these women can return to the website later in the day, pick up where they left off, and scan the larger online inventory for other styles or colors. Kate Hudson’s Fabletics has discovered how to pamper online customers in a way the other retailers can not. It might not be long before Kate Hudson’s Fabletics is the next giant in the online women’s clothing market.