Amazon is rolling along year after year in the fashion e-commerce market, having sold well in excess of 20 percent in sales in the entire market. Speaking of market, there are currently thousands of clothing retailers all trying for that top spot, yet Amazon is commanding one of every five dollars made in this extremely competitive niche. Off in the distance we see a new competitor making serious headway in this niche, and Kate Hudson’s Fabletics is about to really grab everyone’s attention. In a little under three short years, Kate Hudson’s Fabletics has sold $250 million in women’s active-wear and workout apparel.
To better understand why this athleisure brand has been exploding in popularity, Hudson says that it is a unique blending of the sales technique known as reverse showrooming and her creative membership perks. Taking a closer look at how these two work together, we only need to visit the Fabletics retail store in one of the local malls. The atmosphere here is quite unique, as you see women all over the store trying on anything they can get their hands on, without pressure from the sales associates that they need to be making purchases.
Where Kate Hudson’s Fabletics is really distancing themselves in the fashion e-commerce market, their website. Once a customer leaves the store and then heads to the website, what they will discover is everything that was worn inside the mall has been uploaded to the customer profile page. This means the customer now can continue shopping exactly where they left off at the mall. One other advantage of shopping the Kate Hudson’s Fabletics website is that you will find a larger choice of leggings, tank tops, and yoga pants. Without the concern of sizing, these customers are literally stuffing their online carts with more impulse items than even the company anticipated.
Membership at Kate Hudson’s Fabletics also comes with free shipping of online orders, discounts on all active-wear and workout apparel throughout the site, and even your very own shopping assistant. Your assistant looks at your quiz answers and then chooses one item each month they will place in your shopping cart. Love the item or not, this entire shopping experience at Kate Hudson’s Fabletics is all bout being pampered and treated like you are a valued customer. Amazon may not be able to complete long-term with the non-existent membership perks they offer their customers.