Kate Hudson’s Fabletics Chipping Away at Amazons Lead

Amazon has been sitting way atop the fashion e-commerce market for many years, so much so that the thousands of other clothing sellers in that niche have to scratch and claw for the rest of the available customers. One clothing retailer has been pulling away from the pack and chipping away at that huge lead Amazon has. Kate Hudson’s Fabletics is starting to make a real name for themselves, have already sold $250 million in women’s active-wear in just under three short years.


If you want to know the secrets behind this athleisure brand, you have to ask Hudson herself why. She will tell you that in basic terms, all the credit goes to reverse showrooming and her membership package. These aren’t two sales processes that are unheard of, many clothing companies use them in one form or another. What Kate Hudson’s Fabletics is doing is unique, just drive to the mall and look inside their retail stores. The customers in the Fabletics store are window-shopping for the latest in yoga pants, trying on all the tank tops and leggings in the store, and some are taking the lifestyle quiz to boost their membership perks.


Dominating the fashion e-commerce market takes a steady flow of sales over the years, as your customer base continues to grow year to year. Kate Hudson’s Fabletics has found a way to get their customer excited about the buying process. Each time one of the customers is in that retail store trying on the workout apparel, the item is also instantly moved to their online account and placed in the cart. What this does is allow these customers to return to where they stopped shopping at the mall, and basically continue on at the larger online inventory. Without any reservations about the pieces of active-wear fitting, they go impulse shopping in record numbers.


The membership perks for staying a loyal Kate Hudson’s Fabletics customer include discounts on active-wear in the stores, free online shipping deals, and help from your personal shopping assistant. Your assistant picks an item the first of the month based on your quiz answers, further enhancing the shopping experience. This is just a few of the ways the reward system is turning new shoppers in to long-term and very loyal customers at Kate Hudson’s Fabletics. Amazon may still have a lead in this market, but it might not be for much longer.

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