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Clothing companies have been trying for years to try and make up ground on Amazon in the competitive fashion e-commerce market. The reason the gap is so large is because there are thousands fighting for the same apparel dollar, and Amazon is simply raking in 20 percent of the total sales in this industry. With that being said however, Kate Hudson’s Fabletics appears to be closing the gap year to year, and making a play for the spot that Amazon has comfortably enjoyed for years. In a little under three years, we see that Kate Hudson’s Fabletics has sold nearly $250 million in the same women’s clothing market Amazon is competing in.


Listening to Hudson talk about her athleisure brand, you might miss the secret to her success because it sounds so simple on the surface. She is not talking about high-quality or her celebrity status, Hudson is raving about how the reverse showrooming sales technique and her membership package works perfectly together. Take a look at the way customers are shopping at the Fabletics stores in the mall, they are not being pushed to buy anything from the sales associates. Shoppers are being encouraged to get their free membership, take the lifestyle quiz, and then try on everything they want inside the mall stores.


The competition is tough in this fashion e-commerce market, but it appears that Kate Hudson’s Fabletics is on to something that is working to drive those incredible sales numbers. When you are free to try anything on inside the stores at the mall, what is really happening is they are being instantly uploaded to your Fabletics online account. This means these women will eventually wind up hitting the Fabletics online store, and all those pieces they fell in love with at the store are waiting for them to buy in their online shopping cart already. The larger online inventory means these women can also fill up the cart with the latest releases in leggings and yoga pants too.


It is clear to see here that Kate Hudson‘s Fabletics is definitely marching to their own beat, and it is resonating with their customers in a positive way. Loyal customers are being rewarded with free shipping for online orders, huge discounts on the workout apparel, and help from a Fabletics shopping assistant. Amazon may have to take a closer look fast because that huge gap they enjoyed is being chewed up by Hudson’s Fabletics.

The active wear brand Fabletics is on its way to becoming a household word, thanks to the company’s co-founder actress Kate Hudson.

The subscription online retailer has soared to the e-commerce peak, bringing in new VIP members every day. At the moment, Fabletics is celebrating more than one million subscribers located around the world.

The brand is all about fashionable active wear, the kind you can work out in, head out on the town in and lounge around in. Kate Hudson has always made the best lists at red carpet events. Her casual chic style is something women admire, and she has made that signature look a part of Fabletics’ line-up. The brand sells trendy, colorful and patterned leggings, cropped bra tops, swimsuits, yoga pants, tanks, tees and even a collection of adorable athleisure dresses.

Kate Hudson lives an active lifestyle with her two young boys when she is not in Hollywood. She believes in remaining healthy and fit, and the Fabletics company mantra is “Live your passion.” The pretty star hopes to inspire women around the globe to find the active way of life and to enjoy casual, comfy clothing that you can wear 24/7.

Fabletics is also co-founded by business partners Adam Goldenberg and Don Ressler. They and Kate Hudson are excited about the Fabletics’ newest venture, planning to open up to 100 brick and mortar retail stores within the next five years, according to

Fabletics is not only dominating the women’s active wear market on e-commerce but building the new physical stores to cover all their fashion bases. The stores will be spread across the United States, and shoppers will be encouraged to join the subscription plan as VIP members. The retail stores will give shoppers the opportunity to see Fabletics items in person, touch the fabrics and try them on.

Kate Hudson’s newest TV commercial is winning rave reviews by advertising experts, like The 30-second spot features the star wearing pieces from her brand and being active in them- jumping into the pool, learning to skateboard, playing ping pong, working out on a Pilates machine and even lying in bed in Fabletics gear.

The ad plays like a feed from Kate Hudson’s social media pages, including the viewer in her behind the scenes lifestyle. This is Kate Hudson in real moments, with about 70% of the commercial shot by her personal i-phone.