Amazon Should Keep an Eye on Kate Hudson’s Fabletics

Amazon has enjoyed being in the top spot as far as selling apparel online for so long that they don’t really get too concerned when another competitor threatens to take over the top spot. When Amazon is pulling in 20 percent of all the sales in that niche, they can afford to relax a while as the competition tries to catch up. Kate Hudson’s Fabletics is one of the competition that is quietly getting noticed by Amazon, and it might have to do with the fact they have sold over $250 million in women’s workout apparel in three short years. If Amazon isn’t careful, they may be passed by an apparel company with sights on a bigger prize.


Hudson talks about the huge success of her company, and it comes down to a high-quality athleisure brand, reverse showrooming, and a unique membership program. The combination of these three plus a fun shopping experience has given Hudson reason to get excited this year. Looking at how the sales roll in at Fabletics, we go first to the mall to the retail store, and we see women of all ages trying on all the latest pieces of active-wear. These same women are taking the Lifestyle Quiz to enhance their membership, and can window-shop as long as they like without any pressure from the sales associates.


With such a no-pressure and relaxed atmosphere at the retail stores in the mall, how is it possible to bring in $250 million in sales of high-quality active-wear? The secret is when these same women eventually go visit the online Fabletics site. Part of the membership includes your store items being transferred to the online profile, so everything you tr on and like is now waiting online. That eliminates the degree of concern about whether or not the apparel will fit because you know it does, so instead of ordering one piece to see, you buy several pieces. Women who visit the e-commerce site are buying more than they would have because the inventory is more expansive and all doubt is removed.


Kate Hudson’s Fabletics membership includes more than that, you get free shipping on all online orders, discounted pricing, as well as your own shopping assistant. Kate Hudson’s Fabletics is turning those shoppers into loyal customers who are coming back each month to either buy what their shopping assistant chose, or to continue adding to their wardrobe.

Fabletics Pushes for More Success Online

The idea behind Fabletics is to make the most convenient options possible for all of the people who want to have fashionable workout clothes. The company sees the model that they have been using as something that they are able to do to the best of their abilities. They also see it as something that has given them the chance to make sure that they are doing things the right way for all of their customers. They are hoping to branch out and to be able to show off the other things that they have available for the customers to enjoy the purchasing options.


When Fabletics first started, they wanted to do something different. Kate Hudson and the other people who run the company know that it is important to make sure that women have a great and convenient shopping option available to them. It is something that they work hard to make a possibility and something that they have been able to do since they first started with the options that they had. The core value of Fabletics is convenience for women who don’t want to have to worry about how bad they look when they are working out or using different types of clothing.


The athleisure wear that Fabletics offers used to only be available from the company. They have a convenient model that allows people to sign up for their program which will then allow them the chance to make sure that they are getting what they can out of the brand. They will get the help that they need and will be delivered a box full of workout goodies on a monthly basis. This is the subscription service model that has made Fabletics something that is so fun and convenient for women around the country and even internationally.


Now that they have seen a lot of success with the reverse showroom model, they hope to expand. They have also been able to do more with the options that they have. The first area that they are going to dip into that is not related to their own website is Amazon. They have seen how convenient Amazon is for all of their customers and they want to use that to carry their brand over to the Amazon model so that they will be able to get more out of the process. They hope for more convenient options in the future.