Amazon has enjoyed being in the top spot as far as selling apparel online for so long that they don’t really get too concerned when another competitor threatens to take over the top spot. When Amazon is pulling in 20 percent of all the sales in that niche, they can afford to relax a while as the competition tries to catch up. Kate Hudson’s Fabletics is one of the competition that is quietly getting noticed by Amazon, and it might have to do with the fact they have sold over $250 million in women’s workout apparel in three short years. If Amazon isn’t careful, they may be passed by an apparel company with sights on a bigger prize.
Hudson talks about the huge success of her company, and it comes down to a high-quality athleisure brand, reverse showrooming, and a unique membership program. The combination of these three plus a fun shopping experience has given Hudson reason to get excited this year. Looking at how the sales roll in at Fabletics, we go first to the mall to the retail store, and we see women of all ages trying on all the latest pieces of active-wear. These same women are taking the Lifestyle Quiz to enhance their membership, and can window-shop as long as they like without any pressure from the sales associates.
With such a no-pressure and relaxed atmosphere at the retail stores in the mall, how is it possible to bring in $250 million in sales of high-quality active-wear? The secret is when these same women eventually go visit the online Fabletics site. Part of the membership includes your store items being transferred to the online profile, so everything you tr on and like is now waiting online. That eliminates the degree of concern about whether or not the apparel will fit because you know it does, so instead of ordering one piece to see, you buy several pieces. Women who visit the e-commerce site are buying more than they would have because the inventory is more expansive and all doubt is removed.
Kate Hudson’s Fabletics membership includes more than that, you get free shipping on all online orders, discounted pricing, as well as your own shopping assistant. Kate Hudson’s Fabletics is turning those shoppers into loyal customers who are coming back each month to either buy what their shopping assistant chose, or to continue adding to their wardrobe.