When you are dominating the online apparel market for so long, you don’t have to look over your shoulder too often because you command over 20 percent of the sales in that niche. If Amazon thinks they can simply rest of their morals, they are going to discover one company in particular is going to close that gap and pass the retail giant in short order. Kate Hudson’s Fabletics has pulled in over $250 million in the same space as Amazon, and this company appears to show zero signs that they are slowing down.
When Hudson talks about her athleisure brand, in addition to her detailing how this line of workout apparel and women’s active-wear is high-quality, she talks about the reverse showrooming sales process and her unique customer membership package. To get a better understanding as to why this company has made so much in such a short period of time, we visit the Fabletics stores at the mall and see the buying process in full swing. Here you will see women of all ages trying on the large variety of active-wear, taking part in the Lifestyle Quiz, and grabbing the free Fablectics membership. This is a real buyers experience, with no pressure to make purchases while in the stores.
The real magic happens when the same women who were shopping in the Fabletics retail stores are home shopping online. When they visit the Fabletics website, all those items they were trying on at the mall have been moved over to the customers online shopping profile. This makes it easier to buy because no longer is size an issue, everything that fit perfectly in the store is on the online profile, so women simply look for similar colors and styles, and fill up the cart in the process. Compare this to the Amazon experience. where you order one item and wait for it to arrive before knowing whether or not it fits. Then, if it doesn’t fit, you ship it back, wait for a credit, and then order another until you get the piece that fits.
At Kate Hudson’s Fabletics, it is all about treating women who do all that shopping, with a better overall experience. The membership also includes the help of a personal shopper once a month, free shipping on any online orders, and discounted apparel prices throughout the online store. Amazon may want to keep closer tabs on Kate Hudson’s Fabletics before they lose that coveted top retail spot.