Amazon is not one of those clothing retailers that you can try to compete with if you are not skilled at what you do. In the very competitive fashion e-commerce market, Amazon is in direct competition with thousands of clothing retailers and still manages to bring in over 20 percent of all the sales in that niche. Kate Hudson’s Fabletics has been breaking out of that crowded pack and trying to reel in Amazon each year, having already sold $250 million in sales of women’s workout clothing and active-wear.


If you listen to when Hudson talks about the growth and popularity of her athleisure brand, you will discover the secret to her explosion in sales. While not new to the clothing industry, Hudson says reverse showrooming and several unique membership perks are the foundation to the company. One only needs to take a short drive to the Fabletics store at the mall to see these components working in real-time. Inside the store you will see women trying on all the tank tops, yoga pants, and leggings they can find. They will be taking the lifestyle quiz, or just window-shopping, without any pressure at all from the sales associates.


The reason that you see such amazing sales figures at Kate Hudson’s Fabletics in this competitive fashion e-commerce market comes down to what happens next at the website. Now that these shoppers have been trying on all the clothing at the mall, the items get uploaded instantly to their membership page. From there, these women can continue and then shop the enormous online inventory. Knowing exactly how each style fit in the store, the concerns about sizing are eliminated, and these women can basically shop on impulse as long as they like.


Kate Hudson’s Fabletics keeps throwing those membership benefits to its loyal customers. These shoppers are getting spoiled with free shipping for those online orders, discounts on all the workout apparel, and even the aid of your very own personal shopper. Your shopping assistant will look over your lifestyle quiz answers and then pick a piece of apparel to place in your cart once a month. Love the piece, you buy it, don’t like it, simply reject the offer, it really is that simple. Now you should see why Kate Hudson’s Fabletics has been able to do what so many other companies that are in direct competition with Amazon have not been able to accomplish lately.