Amazon is the leader when it comes to the fashion e-commerce market. With more competition in this niche than anyone realizes, Amazon is still bringing in over 20 percent of all the sales. In that mix of thousands of competitors is Kate Hudson’s Fabletics, and they are breaking away from the pack to give Amazon all they can handle it seems. In only a few short years, Kate Hudson’s Fabletics has already sold $250 million in women’s active-wear and workout apparel. They appear to be closing that gap to Amazon faster than anyone could have imagined.
Whenever Hudson is asked to talk about how her athleisure brand has been able to compete on a level no only company has, she credits the success to reverse showrooming and the numerous perks she offers in her membership plan. While she says they are not yet equal to Amazon, they have them in their sights and are working hard to make sure they continue to grow the brand year after year. Looking at the formula in action, we see that women are in the Fabletics store in the mall and trying on everything from leggings to tank tops, while sales associates never pressure the customer to buy. These women are even filling out the lifestyle quiz for enhancing their memberships.
What winds up happening is these customers will eventually hit their mobile devices and go to the Fabletics website, where each piece they wore inside the store has been uploaded and stored in their account so they can just keep shopping without missing a beat. That is exactly what is happening too, because the issue of sizes has been eliminated so the shopper simply buys all the latest active-wear on impulse. When they can shop without restrictions when they are in the mood, these women are stuffing the shopping carts with more apparel than even Hudson thought would be selling.
Hudson’s Fabletics is poised to dominate the fashion e-commerce market if no one else starts making changes. Look at all the perks you receive for being a member of Fabletics, from discounted workout apparel prices, free shipping for online orders, and even your very own Fabletics shopping assistant. Your assistant looks at the quiz results, then selects a piece each month for you to consider buying. Kate Hudson’s Fabletics has found the right formula to spoiling buyers and converting them into loyal and long-term apparel customers.
SWball July 24, 2017