Kate Hudson’s Fabletics Fiercely Giving Amazon A Run For Its Money

Not just a pretty face, Kate Hudson has fiercely taken on Amazon with her Fabletics activewear line. Growing the business to more than $250 million in three years is not small potatoes — unlikely that she eats those — when Amazon controls more than 20 percent of the fashion eCommerce market.

Fabletics has a direct-to-consumer (D2C) approach, selling clothing — stylish yoga pants, sports bras, tank tops — on a subscription basis. Her method of infusing the brand with inspiration and aspiration (and probably a little perspiration) sells well with the convenience and community feeling of being a part of a membership or club. And bringing down the price helps, too.

This model is certainly part of a growing trend that isn’t going away. From Warby Parker eyeglasses to Dollar Shave Club razors, consumers want that ease, efficiency and feeling of electing to be part of a brand.

But even if that D2C model is jumping high and running fast, the age-old brick-and-mortar store still has some value in consumers’ eyes. Fabletics recently announced that it will be opening additional stores on top of the sweet 16 it already has built in four states.

Fabletics reps — who are not Ms. Hudson — say that making it personal and easier for customers is the goal, no matter if stretching and reaching is necessary.