Looking at how successful Amazon is in the clothing market, you have to see how many different clothing companies are fighting for that same dollar. There are thousands of clothing companies doing everything they can to catch Amazon but fall short, as Amazon continues to bring in 20 percent of all the sales in this high competitive niche. Kate Hudson’s Fabletics is one of those clothing companies looking to break away from the pack, and $250 million in sales of workout apparel in a little less than three years has given the field reason to take notice.
Listen to the way that Hudson talks all about the reason her athleisure brand is so successful. It isn’t low prices, it isn’t top-quality, it all comes down to reverse showrooming and a very creative yet unique membership plan for loyal customers. Looking inside one of the Fabletics stores at the local mall, we see women taking advantage of this relaxed atmosphere. We have women who are trying on all the new active-wear inside the store, taking the Fabletics lifestyle quiz, and stopping by just to window-shop. Many times these women leave the store without making a purchase, and still the company is seeing explosive sales numbers.
Now when you visit the Fabletics e-commerce site, then the real explosion in sales occurs. One of the driving forces behind those sales is the fact that members who have already tried on the clothing at the mall store will see those pieces are uploaded to the online account. Rather than shopping the vast online inventory and worrying about sizes, you simply start filling your shopping cart with all the latest in tank tops, yoga pants, and leggings. What is happening here is instead of this site getting one or two items in the cart at checkout, women are buying a dozen things at a time.
The membership benefits do not stop there however. What members of Kate Hudson’s Fabletics enjoy is free shipping for their online orders, discounts on all workout apparel, even the assistance of your very own personal shopper. Your personal shopper looks over the lifestyle quiz answers and picks one item for you each month, you can buy or reject without any pressure. Seems like Kate Hudson’s Fabletics has found a way to do all the things that companies like Amazon are not doing, and it could push this company to the top some day.