In the Land of Giants: Kate Hudson’s Fabletics Success in the Age of Amazon

Kate Hudson has graced the screen for years, becoming loved for her roles in such films as Almost Famous. However, in recent years, Kate Hudson has exceeded every expectation by transcending her on-screen prestige and becoming the owner of a multi-million dollar business. Combining her love of and passion for leading an active lifestyle with her fashion know-how, Hudson created the Fabletics brand, and athleisure company offering its patrons a wide range of trendy activewear they can feel amazing in. The best part? It’s functional, too.


But what’s so amazing about Kate Hudson’s company isn’t the fact that she grew a $250 million business in three years. What’s amazing is that she did so in the age of Amazon, which currently controls about 20 percent of the fashion market. Walking in the land of giants, Kate Hudson managed to take her passion for athletic clothing that is functional, affordable, and beautiful, find her market, and reach them – drawing many away from Amazon and straight into the arms of Fabletics.


What makes her brand so successful, though? Clearly her business know-how is unmatched, and her appeal as a fashionable individual helps with branding. But leaving the explanation there doesn’t give Kate Hudson enough credit. What she actually did was create a revolutionary new method of finding and reaching her target audience and engaging them in a way most brands dream of being able to do.


Reverse showrooming is a technique that she developed that capitalizes on what is typically a negative trend for business owners. Showrooming occurs when people go into a store, like a book store, browse for the books they want, and then purchase them for a lower price online, usually Amazon in the case of books. Kate Hudson capitalized on this browsing culture and started out online, bringing customers into her store. Because of this innovative approach, 30 to 50 percent of the customers that visit brick and mortar Fabletics stores are already members, and an additional 25 percent sign up in-store. Talk about an innovative way to take a negative trend and spin it to make it a positive, beneficial trend instead.


Fabletics is truly a brand for everyone. Whether you’re a casual gym-goer or an endurance athlete who requires top-performing gear, Fabletics has something for you. Try taking the fun Lifestyle Quiz on the Fabletics site to find out which Fabletics products will benefit you the most and work with your lifestyle most efficiently.