Amazon has not had to sweat any competition for years, and in the e-commerce apparel niche, Amazon dominates with over 20 percent of sales. There are not too many clothing companies that can even get close to those numbers, but one company has been kicking up some dirt and grabbing a huge chunk of the Amazon profits. Kate Hudson’s Fabletics went from nothing to over $250 million is sales of her athleisure brand in a short three years. If Amazon isn’t careful Kate Hudson’s Fabletics is going to give them a real run for the money in short order.
Hudson spoke about how her company is blazing trails and making sales unlike others in this space. She credits the ultimate success of her company to a unique blending of reverse showrooming and memberships. These two processes have been around for years, but Hudson says the way her company is catering to women is filling a void that even the likes of Amazon is lacking. Women will head to the Fabletics stores in the local mall and shop to their heart’s content. They apply for free membership, take the Lifestyle Quiz, window shop, and try on all the clothing that they want without any pressure to buy anything in the retail setting.
When those customers are home in a more relaxed setting, the magic of the reverse showrooming really takes hold. These same women who tried on everything they could in the store will discover all those items in their online shopping profile. Having tried on the clothing and knowing exactly how it fits makes the buying process easier. Since they know what fits, these women buy those items, other pieces of active-wear, and all the new releases in the workout apparel space. Compared to buying at a site like Amazon where you don’t know what it actually looks like until you have paid to ship it to your home, with Fabletics, you already know you love the apparel.
Fabletics members receive numerous benefits too, from free shipping on all those online orders, a personal shopping assistant, and lower pricing per item. The shopping assistant looks over purchases and quiz answers, then chooses one item to add to the cart for consideration. For women too busy during the week to shop, this can come as a huge relief and benefit. Kate Hudson’s Fabletics is catering to women who love being pampered and spoiled, and the number says this is a trend with no signs of slowing.