Amazon usually is not afraid of any competitor, and that is especially true when we are talking about the fashion e-commerce market. To understand why this retail giant fears no clothing competitors, we only need to look at the fact that they are selling around 20 percent of all the merchandise moved in this space. Although they may be enjoying that lead today, Kate Hudson’s Fabletics has big plans for dominating this market in the very near future. Looking at the sales in the last three years, Kate Hudson’s Fabletics has totaled $250 million in workout apparel for women.
This athleisure brand isn’t selling itself based on the celebrity name that is attached to it, Hudson tells you that it’s a combination of her membership plan for loyal customers and the sales technique that is better known as reverse showrooming. Let’s take a closer look inside one of the Fabletics retail stores in a local mall to see how these processes work together to help explode the sales for the company. This is a unique shopping experience, women are trying on clothing, taking lifestyle quizzes, and browsing racks for all the latest in workout apparel.
That is not enough to be a dominant force in the fashion e-commerce market, and here is where Kate Hudson’s Fabletics is excelling at something Amazon is not. Each time a customer is encouraged to try on a piece of workout apparel inside the stores, what is happening is those pieces get instantly transferred to the member’s account page. With these items now already in the online shopping cart, they are free to just start adding more apparel to their cart at their convenience. Since the clothing fits perfectly in the store, this is one less concern when you are shopping for active-wear at the Fabletics website, so you wind up buying more.
This unique combination is driven by the numerous perks you are receiving as part of your Kate Hudson’s Fabletics membership. Not only are customers getting free shipping for all future online orders, they get big discounts on all the active-wear in the store and online. Those quiz answers will be reviewed by your own personal shopping assistant who will ten pick a piece of active-wear each month for your consideration. This is not your average shopping experience, Kate Hudson’s Fabletics has discovered how to pamper these shoppers so they become loyal long-term Fabletics loyal customers.