When considering the odds of any clothing company catching Amazon as far as sales, you really have to be generating huge numbers in order to see any chance of that happening. Amazon has been taking a whopping 20 percent of the sales in the online clothing market for many years, and with thousands of competitors, not too many ever get close. Kate Hudson’s Fabletics could be the one clothing company that is on pace to catch the giant, and those $250 million in sales over the last few years is proof something is going on here.
To really understand how successful this athleisure brand has become, we ask Hudson about the keys to the success of this company. She says the credit goes to reverse showrooming and he membership perks. Now to see these in action, first you have to go to the Fabletics store at the mall. The women shopping at this store know there will be no sales pressure from the store associates, in fact, you can try on everything in the store and never buy anything. While this would be a recipe for failure in any other clothing retailer, Kate Hudson’s Fabletics has found a way to turn this formula into huge sales.
The same women who were trying on the clothing at the mall store or taking the lifestyle quiz, now eventually head to the e-commerce store to complete the transaction. The Fabletics online store has a larger inventory, and since you tried on the clothing at the mall, it was moved to your online account for your buying consideration. Since you know the clothing fit your frame perfectly in the store, now you only need to start loading up your shopping cart online with all the new and exiting pieces of active-wear.
Membership at Kate Hudson’s Fabletics also includes the assistance of your very own personal shopper, free shipping for all online orders, and even discounts on clothing prices. Your shopping assistant is going to look over your quiz and look a your buying habits, then select one piece each month they think you will enjoy. The pampering is the key to the success of this brand, and all the pieces of the puzzle seem to fit into place perfectly. Kate Hudson’s Fabletics has found a way to gather more of the sales in the workout apparel space, and Amazon may be in for a real run in the future.