Amazon has been cruising along at the top of the fashion e-commerce market for many years. Year after year, Amazon is making 20 percent of all the sales in this very competitive market, despite there being several thousand other clothing companies all trying to make their way and get to the top. With so many companies fighting for that same customer, Kate Hudson’s Fabletics has emerged as a serious contender for Amazon. In a little over three years, Kate Hudson’s Fabletics has already sold $250 million in women’s workout clothing and active-wear.
With so many competing to get those same apparel dollars, what makes this athleisure brand stand out from the rest. If you listen to Hudson, it has less to do with the high-quality of the apparel and more to do with reverse showrooming and unique membership perks. These are definitely not new sales techniques, so seeing them in action is the best way to really get an understanding as to why Kate Hudson’s Fabletics has exploded ahead of so many other competitors. Inside the Fabletics store at the mall, we see women trying on every piece of active-wear in the store without any pressure from the store associates that they need to make a purchase. These shoppers can try on all the clothing window-shop, take the lifestyle quiz, it is more of a shopping experience.
What is the key to the formula, those items you try on in the store get uploaded to your membership account. Now when these same shoppers hit the Fabletics e-commerce store, those leggings, tank tops, and yoga pants, are all waiting in the cart so you can continue shopping wherever you left off at the mall. The inventory is bigger online, so without the concern of sizing issues, these shoppers are piling all those pieces of active-wear into the carts.
Kate Hudson’s Fabletics has found a way to dominate the fashion e-commerce market, and with other membership perks like free shipping, discounted workout apparel pricing, and even help from a personal shopping assistant, it is easy to see why Amazon may have company at the top in the near future. This is more of a unique shopping experience that really is resonating with the customers. In only a few short years, these shoppers have all been turned into loyal Kate Hudson’s Fabletics long-term customers who come back month after month to keep buying merchandise.