In order for any company to catch Amazon in the online apparel niche, they will need to be selling millions upon millions of dollars worth of goods. With hundreds and thousands of competitors in this niche, Amazon is still taking a staggering 20 percent of all the sales in this one space. That means the others have to scratch and claw for the remaining sales. Kate Hudson’s Fabletics doesn’t seem content on grabbing those remaining sales, and in only three short years has already amassed sales toppling $250 million in women’s workout clothing and apparel.
Hudson talks openly about her success and her athleisure brand. The two key components to the company making all that money comes down to reverse showrooming and a very rewarding store membership program. To see these two in action, first we have to peek in at the Fabletics stores in the local malls, where women of all sizes and ages are lined up to get their hands on the active-wear. What makes this shopping experience different for women is there is no sales pressure from the store associates, customers can browse the racks, try on everything in the store, even take the Fabletics Lifestyle Quiz.
When these shoppers eventually visit the Fablectics e-commerce store, things really take on a whole new look. Part of the perks of membership include everything you wore in the store being uploaded to your online account. If the yoga pants or tank tops fit at the store in the mall, now you can scan the huge online inventory for new colors, styles, or new arrivals, based on the size that you know already fits you. Eliminating that concern of clothing fitting is part of the reason these shoppers literally are filling up the online shopping carts.
Kate Hudson’s Fabletics has discovered a way to pamper their customers right out of the gate. Not only can they shop the huge online inventory without stress, they get free shipping on every online order, discounted membership prices, and even the help of their very own personal shopping assistant. based on your quiz answers, your assistant picks one item a month for you to consider, but no pressure to buy. If Amazon is not looking over their shoulders, they may discover that Kate Hudson’s Fabletics is closing the gap and eventually going to pass the online retail giant by giving female customers exactly what they always wanted in a shopping experience.