Kate Hudson’s Fabletics Poised to Topple the Amazon Giant
Amazon has been comfortable sitting on top of the e-commerce fashion world for years, and with a 20 percent chunk of the apparel pie, they think they have nothing to worry about. Off in the distance there is an active-wear company that is beginning to grow at a record pace, and it Amazon is not careful, this company could dominate the space in record time. Kate Hudson’s Fabletics is that company, and record sales of $250 million in three years is quite an accomplishment considering who they are up against.
Hudson recently discussed how her company has been able to dominate a difficult niche in short order, and she simply credits the success to her unique membership platform and reverse-showrooming. This is something no other fashion company has attempted, but Hudson’s company is making the most of this unique strategy and women are simply loving it. To understand how the process works, we start with the Fabletics retail stores in the mall. Here is where women come in and sign-up for a free membership or take the Lifestyle Quiz to unlock member benefits unlike any other fashion site. Shoppers try on clothing and it is saved to their online profiles to consider later, and most women do just that.
How is Hudson making money is shoppers leave and shop online after they were already in the store?
Most women have hectic lives, and window-shopping has to be done on breaks or in between errands. Once home that night, they now see all the items that were perfect for them, and they can buy or add more similar items to the cart. Knowing what size is flattering means the guess-work is eliminated from the buying process. Not only is Hudson’s athleisure brand high-quality, members enjoy super low-pricing and even free shipping. Unlike shopping at Amazon where you aren’t sure about whether a new style will fit or not, at Kate Hudson’s Fabletics, you can try everything on in the stores and get your size down to a tee.
The benefits keep on coming for those who took the Lifestyle Quiz, as you are assigned a personal shopper who will select a new item each month they thing will go perfect with your prior purchases. Keep the item, reject it, or buy something else, Hudson says there is no pressure to buy at her company, and it has resulted in women lining up to grab more of this athleisure brand than she ever dreamed possible.