Amazon dominates the online apparel niche, in fact, hundreds of clothing retailers are trying to make money while Amazon coasts by with 20 percent of all the sales in that niche. Amazon has had such an easy go of it lately that they don’t even take the competition serious anymore. Kate Hudson’s Fabletics is one company that is about to really put the pressure on Amazon, already taking in an impressive $250 million in sales of workout apparel in a couple years.
Listening to Hudson talk about the success of her athleisure brand, it sounds easier than you would imagine. To pull in that type of money in such a short time, you would think the success is either short-lived or a fluke. Hudson says her unique membership plan and her reverse showrooming sales practice are the foundation to the success of the company. Take a closer look at the Fabletics stores in the mall, there is no pressure from associates to buy, they are encouraging you to take a lifestyle quiz to actually enhance your membership perks. Women in the store are trying on as many items as they like, many leaving the store without making a single purchase.
The reason Kate Hudson’s Fabletics has recorded such huge sales numbers is simple, it all happens at the e-commerce store. When these customers are more relaxed and want to shop from home on a mobile device, they log into their Fablectics account and all those items from the mall that they were trying on are sitting in their account. Now since these customers have already tried on the clothing and know how everything fits, they can simply start browsing the huge online inventory for compatibles or colors that they didn’t see in the store. Now they can be the first at the gym to show off their new exciting yoga pants or workout apparel.
Member benefits at Kate Hudson’s Fabletics do not end there, women are getting free shipping on their orders, deep-discounts on all active-wear, even the help of a personal shopping assistant assigned to each customer. Your assistant takes your quiz answers and looks for new arrivals they may think you are interested in. This is a huge compliment to an already pampering experience because many women are too buy to shop and take the time to pamper themselves. Kate Hudson’s Fabletics is giving buyers exactly what they have always wanted in a shopping experience.