Kate Hudson’s Fabletics Could Be Giving Amazon Real Concerns

Amazon has not been worrying too much about their position as far as the sales in the fashion e-commerce market. Looking at it from an impartial perspective, you see that Amazon has been pulling in nearly 20 percent of all the sales in this space for many years. The most impressive part is that thousands are in this same retail space fighting for the same customer, so they all get what Amazon leaves behind. Kate Hudson’s Fabletics is making serious trouble for Amazon, already pulling in well over $250 million in sales of their unique women’s workout clothing, all this in a little over three years.


To hear Hudson explain why her athleisure brand has been so successful, you might think she is hiding something. She says that only membership perks and her reverse showrooming sales technique are the driving forces to all that sales revenue. To confirm that this is the case, simply take a drive to the local Fabletics store inside the mall. Women are lined up to get in the store and try on all those fresh pieces of workout apparel. Others are taking the lifestyle quiz, while some are just happy to be window-shopping without having to deal with high=pressure sales tactics from Fabletics associates.


The real secret to why Kate Hudson’s Fabletics has taken the fashion e-commerce market by storm, has to do with the shopping taking place at their website. At the Fabletics e-commerce site, what is happening is shoppers are logging into their member accounts and finding everything that they were trying on inside the mall has been uploaded to their accounts. This means not only can they continue shopping exactly where they left off, they can shop the much larger online inventory of leggings, yoga pants, and tank tops. When you can eliminate the concern of these pieces fitting well because you tried them on in the mall, then you are allowing these shoppers to bu on impulse.


Kate Hudson’s Fabletics rewards members with other things like discounted apparel pricing, free shipping for online orders, and even your very own personal shopper. Your shopping assistant has one job, selecting a piece each month based on the lifestyle quiz answer and dropping in your shopping cart. As you can see, the shopping experience here at Kate Hudson’s Fabletics is all about turning those shoppers into loyal customers who are going to return to the site year after year now.

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