When Amazon is concerned about one of their competitors gaining ground, it usually is something short-lived. Amazon has thousands of competitors in the busy fashion e-commerce market that have tried to nip at their heel,s but they usually fall off without much of a threat. The reason being is Amazon takes in 20 percent of all the sales in that cluttered space. Now all of a sudden it appears that Kate Hudson’s Fabletics is making a real charge for the spot Amazon currently occupies. Looking at sales numbers alone, Kate Hudson’s Fabletics has managed to generate an impressive $250 million in sales in a little over three years.
Just listen closely to what Hudson says are the two driving forces in her athleisure brand success. She started by talking about the membership perks her company offers, then she talks about reverse showrooming and how it complements the other. Look inside one of the Fabletics stores in the mall. This is something unlike any other shopping experience that you may have seen. Women are trying on every piece of workout apparel in the store, taking a lifestyle quiz, and even window-shopping, all without any heavy sales pressure from the store associates.
The magic in the success of this company takes place at the Fabletics website. If you were inside the store at the mall and were trying on the clothing, it was uploaded to your membership profile for you to just pick up exactly where you left off while at the mall. If you now know what sizes fit your frame perfectly, then you are able to just hit the larger inventory of the e-commerce site, basically filling up your cart with impulse after impulse buys. This is part of the reason the sales for Kate Hudson’s Fabletics are on the rise year after year.
Now the membership perks do not end there, in fact, they are plentiful at Kate Hudson’s Fabletics. Each order that you place online has free shipping, apparel in the mall store and online are discounted, and you get your own shopping assistant who picks a piece of active-wear each month for you to consider. This does not sound anything like the shopping experience you get at Amazon or any number of other clothing stores. Kate Hudson’s Fabletics has discovered how to build a loyal customer base that come back month after month looking for the latest in women’s active-wear.