Fabletics Taking On Amazon As They take Over Woman’s Athletic Clothing

Fabletics is the hottest name in women’s athletic fashion. And behind this fast-growing company is one of the most unusual co-founders of any company, an actress who rose to fame in a film called “Almost Famous.” Well for Fabletics co-founder Kate Hudson, her A-list status now stretches from Hollywood to Main Street.


Founded in 2013, Fabletics rose from near obscurity to a $250 million dollar athletic fashion powerhouse. The story of this unusual company started when the founders of TechSytle Fashion Group – Don Ressler, and Adam Goldenberg – wanted to start a brand that mixed athletic and leisure aesthetics. At the time, there was no such “athleisure brand” in the marketplace.


In order to sell this brand to the masses, the TechStyle Fashion Group founders turned to the first person they thought embodied the brand – Kate Hudson. And much to their surprise and elation, Kate took a hands-on approach to developing and selling the brand. This wasn’t the usual “endorsement from a celebrity.” The three Fabletics co-founders worked together to disrupt the marketplace.


Beyond the usual promotions and advertising, Fabletics innovated a new marketing strategy to bring their product to the masses. Known as the “reverse showroom strategy,” the brand targets customers who browse online and then buy products at a physical store. Also, when a customer tries on an article of clothing at a store and doesn’t purchase, the item is stored in the customer’s online shopping cart. This strategy helped increase the brand’s conversion rate.


Fabletics has grown like wildfire in their less than five years in existence. In fact, the company grew an astonishing 644% in 2016 alone. Today, the company has over 1.2 million members in addition to the consistent foot traffic coming into each of the Fabletics physical locations.


Of course, none of this success wouldn’t have been possible without the star and endorsement power of Fabletics co-founder and actress Kate Hudson. Known as one of the most physically fit actresses in Hollywood, Kate Hudson is a workout enthusiast who enjoys athletic activities like pilates and yoga.


Today, Kate Hudson continues to be active in the management and promotion of Fabletics. The company is also continuing to grow their product line while also expanding to more physical locations worldwide.


For those interested in Fabletics, you are encouraged to try out the “Lifestyle Quiz” on the Fabletics website. The quiz will match your lifestyle with Fabletics clothing that best fits your needs.

How is Kate Hudson’s Fabletics Catching Up with Amazon?

Amazon is so far ahead when it comes to sales in the online apparel market, that the thousands of other clothing manufacturers are usually happy fighting over what is left because they can not topple the giant from the top perch. Amazon is pulling down 20 percent of all the sales of apparel online, a huge amount of money when you consider the volume of sales n this space. That being said, Kate Hudson’s Fabletics has been emerging from that pack and catching up to Amazon in the last year, having sold over $250 million in workout apparel in that short time.


To get a better understanding to how Hudson and her company have made up so much ground, you need to look at what is making her athleisure brand selling like hotcakes. It isn’t about the quality or the pricing, the success of this brand comes down to membership perks and reverse showrooming. In order to understand how these two key components are working in tandem, you have to go to the local mall and visit the Fabletics retail stores first. This is where you are going to discover women filling the store and window-shopping, taking the store lifestyle quiz, and trying on everything in the store from tank tops to yoga pants.


The key component in all this happens when these same women go shopping at the e-commerce store. This is where one of the membership perks kicks into gear. Since you were trying on all the clothing at the mall, you are able to log into your Fabletics account and you will discover those same items have all been uploaded to your account. This helps to eliminate all concerns about sizing from the equation, so these women are buying and buying without any concerns. Since the online inventory is so vast, they tend to spend more money than they would at other retail clothing sites.


The Kate Hudson’s Fabletics membership perks don’t stop there for these women. These ladies are getting their workout apparel shipped free, they are getting discounts, and they are getting the help of their own personal shopping assistant. The assistant uses Fablectics quiz answers to select one item to add to the cart for consideration at the beginning of the month. Amazon could learn a thing about how to pamper customers, but Kate Hudson’s Fabletics may be too far ahead by the time the rest catch on to her success.