Should Amazon Be Afraid of Kate Hudson’s Fabletics Company?

When a company own 20% of any market online, they really don’t have too much to worry about. The fact is, Amazon has been cruising right along in the fashion e-commerce world for years, so they usually don’t get too concerned when another company threatens to cut into their profits. Amazon may want to look a little closer at Kate Hudson’s Fabletics, because in three short years this company has already surpassed $250 million in sales, and they show no signs of letting up.


When Kate Hudson talks about Fabletics or her athleisure brand, she only has positive things to say. Her high-quality merchandise is affordable, but the shopping experience is what has women really lining up to buy. This is not your everyday shopping experience, in fact, the entire company revolves around reverse-showrooming. Hudson says women are encouraged to stop in her stores at the mall and window shop if they like. They can sign-up for a free membership, or take a free Lifestyle Quiz that gives members even more in the way of benefits. Even if you do not buy at the retail outlet, everything you try on stays in your online cart so you can consider them when you have more time.


Hudson says that when women are home and more relaxed after dealing with the stresses of the day, they can visit the Fabletics website and continue shopping. Now that they have tried on all the clothing, they only need to choose a style and design they like. With so many different pieces of workout apparel to choose, many women load up their online shopping carts with more than they would have spent in the retail setting. Hudson goes on to say that each consumer who filled out the Lifestyle Quiz now has their own personal shopper who adds items each month to the shopping cart for consideration. The shopper uses the answers in the quiz to select new arrivals a buyer might like.


Should Amazon be worried about the reverse-showrooming and membership way of shopping? When any company makes over $250 million in sales in that short of time, it should be call for concern. Hudson and her fashion company are making huge strides to dominate a space that could use a little breath of fresh air. High-quality, ease of shopping, free shipping, huge selection of workout apparel, just some of the reasons Fabletics is growing in popularity.

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