Amazon has been sitting high atop the fashion e-commerce market for many years, and even though there are thousands of sellers trying to make their way in this space, Amazon is raking in nearly 20 percent of all the sales. That is a huge amount of sales, and the reason that Amazon has widened the gap to the nearest competitor. This may not be the case for long, as Kate Hudson’s Fabletics has been charging out of the pack and making a strong move towards the top. In just over three years, Kate Hudson’s Fabletics has had sales of $250 million in women’s active-wear and workout clothing.
In order to get a clear understanding how could one company see such enormous success in only three years, we ask Hudson about her athleisure brand. What may come as a surprise to those in this niche is that Hudson says that she is seeing explosive growth in the company due to a combination of membership perks and the sales technique known as reverse showrooming. These are not new sales techniques, but they seem to be working when blended in this unique way. Take a look inside the Fabletics retail store in the local malls, here you find women shopping the racks for the latest in active-wear, trying on all the workout apparel, and even taking the lifestyle quiz to enhance their memberships.
In this highly competitive and crowded fashion e-commerce market, Kate Hudson’s Fabletics has found a way to travel on the path of least resistance. One of the unique membership perks of being a Fabletics customer is every time you try something on inside the mall, it gets uploaded to your online account so that you can just keep shopping when it is convenient for you. The online inventory is much larger than the local retail stores, and since the sizing is not an issue because everything has been tried on, customers are buying more apparel based on impulse and exploding the bottom line at Kate Hudson’s Fabletics.
The membership benefits at Kate Hudson’s Fabletics are plentiful, including your own personal shopper, free online shipping, and discounts throughout the online and retail stores. The shopping assistant chooses one piece of active-wear each month and adds to your cart, just more perks to becoming a member of this workout apparel company. Kate Hudson’s Fabletics has what it takes to really give Amazon some serious competition this year.