Kate Hudson’s Fabletics Could Make Amazon a Little Nervous

Looking at the sales numbers that Amazon has pulled in will lead many to believe that there is not too much in the way of competition that makes them nervous. Amazon enjoys 20 percent of the online apparel sales, and that is huge considering the total number of articles of clothing that sell each year. Kate Hudson’s Fabletics has been making strides to get to the top spot, and with $250 million in women’s clothing sales in three years, this company is certainly getting the attention of Amazon.


Hudson discusses the secret to selling her athleisure brand, and it all comes down to a sales process know as reverse showrooming and the Fabletics membership. These are not new selling concepts, but Hudson says that the combination in which her store utilizes these processes is certainly appealing to the masses of women looking for something exciting to wear. She explains that women come to her Fablectics stores in the mall and it is more of a shopping experience. These women try on all the clothing, take part in the Lifestyle Quiz, spend time window-shopping, then be sure to grab their free membership too. The surprising part is there is no pressure on sales, so many women actually leave the retail setting buying nothing.


The success formula doesn’t really take shape until these women visit the Fabletics website, and then the real magic happens. Part of the benefit of having the membership is everything you try on at the retail store gets transferred to your online profile. Now you have no doubt how anything fits, so the shopping experience just got that much easier. The online inventory is more diverse than the store setting, so women can shop for a number of pieces of active-wear or workout apparel and keep adding these pieces to the e-commerce shopping cart.


In addition to easier ordering online, members of Kate Hudson’s Fabletics get free shipping on all online orders, special discounted pricing, and the assistance of a Fabletics personal shopper once a month. The benefits are so vast that women appear to love the pampering they get at this site, and the sales numbers are the proof. Kate Hudson’s Fabletics has come a long way in a short time, but one this is obvious, the shopping experience is so unique that women are making this active-wear site a place to shop first when they need new workout apparel.

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