Fabletics: Why Go to the Store When the Store Comes to You?

Let’s face it; shopping in today’s age is just a hassle. At a time when we have everything delivered from our groceries to our furniture, going out to shop for clothing feels just exhausting. While there are many places you can buy your clothes online, you can’t do much to try them on first.


Fabletics is changing the face of how women across the country buy their athletic wear by utilizing the reverse showroom technique. Basically, instead of having to go to the store to find the perfect size and style, Fabletics is bringing it to you in the form of a nice monthly box. The box will contain an entire outfit of the best leggings, sports tops, sports bras and shorts, all tailored to fit your personal style thanks to results from a LifeStyle Quiz. .


When actress and fitness enthusiast Kate Hudson first founded Fabletics, her goal was to make it unlike anything that had been seen from an athletic wear company. Today, our market is flooded with options for weekly or monthly membership-style delivery services of our favorite items. However, when Fabletics was founded the idea of having athletic wear delivered monthly was relatively new. Yet, that was the entire goal and it has seen massive success. In fact, in its first few years Fabletics has generated over $250 million in revenue and now has an incredible one million members (and growing daily).


Kate Hudson teamed up with TechStyle Group to bring about something truly unique. TechStyle Group has been around the block in the world of women’s accessories and apparel. The company has had several successful ventures. It was the perfect partnership. So, Kate Hudson and TechStyle massaged the idea of Fabletics until they had a truly great startup to bring to market.


The reverse showroom method is perfect for anyone with a busy lifestyle that doesn’t have time to shop. Instead of wearing those same, old beat up leggings, anyone can receive a delivery each month of an entire outfit of trendy athletic wear.


If you’re interested in gorgeous leggings and workout wear you can simply visit the Fabletics website. Once on the site you will take a short (and fun) quiz. The quiz asks where you like to work out, what workouts you like to do and your style preferences. After finishing, you will be shown an array of gorgeous athletic wear and leggings that fit exactly what you are looking for.

How is Kate Hudson’s Fabletics Gaining on Amazon?

It must be some accomplishment to be gaining ground on Amazon, considering they are the top retailer online and command a whopping 20 percent of the e-commerce sales in the fashion niche. That is exactly what Kate Hudson’s Fabletics is doing, and when we say doing, we mean pulling on over $250 million in sales over a three-year period. Unlike traditional shopping experience, the secret to Hudson’s success seems a little unconventional to say the least.


Recently, Hudson was asked to talk about how her company was pulling in such huge numbers working in the same space as Amazon. She went on to credit the success to her membership plan and the process of reverse showrooming. When a customer visits the Fabletics store in the mall, the store does not rely heavily on these women making any purchases at all. Instead, they are encouraged to shop the racks, try on anything they like, window-shop, apply for the free membership, and even take the Fabletics Lifestyle Quiz. This is an ideal way for busy women to get their hands on the merchandise without having to buy, for now anyway.


Hudson says that the secret to the success of her athleisure brand comes later when these same women are home. In that relaxed atmosphere, they head to the Fabletics website and find all the items they tried on in the store waiting for them. Now since they know which sizes fit best, they add more of those items to the cart, and grab some things they might not have even seen in the store. Now they can use their membership to unlock lower pricing, free shipping, and even get the help of their very own personal assistant.


Each month, that personal assistant goes over the answer to the quiz, looks at items tried on, and even considers new arrivals, then adds one piece to the cart for the women to consider. The key to buying at Kate Hudson’s Fabletics is no pressure, so if you like or hate the item chosen for you, there is no commitment on your part to buy. Women love the modern active-wear available at the site, and want to be the first at the gym to show off the latest workout gear they discovered on the site. If Amazon is not careful, Hudson’s Fabletics could be climbing over them for the top spot in e-commerce apparel sales for the women.