In recent years, Amazon hasn’t had to be worried about any of the several thousand clothing retailers fighting to beat them in the fashion e-commerce market. Year after year, Amazon keeps churning out sales of 20 percent and distancing themselves from the rest of the pack. Then all of a sudden, Kate Hudson’s Fabletics busts onto the scene and in three years has already sold over $250 million in women workout apparel and active-wear. If Amazon was not worried before, the fact that gap to the nearest competitor is closing should get their attention now.
To be able to get a better understanding why this athleisure brand has become so popular, Hudson says all you need to do is look at her membership perks and reverse showrooming sales technique. These two processes have driven the company out of the crowded field and into the position of taking charge of this market. Take a drive to the mall and step inside the local Fabletics store. Here you see women of all ages inside the store trying on different pieces of workout clothing, browsing racks for all the new releases in active-wear, and taking part in the lifestyle quiz.
To dominate like Amazon in the fashion e-commerce market, it is all about sales online. This is where Kate Hudson’s Fabletics has found a way to connect with their customers and pull away from the closest competitors. Imagine when a woman is inside the store and trying on some tank tops. Each item is ten uploaded to that member’s online account, allowing them to leave the store without buying but continue online at their convenience. No long concerned about how the clothing will fit, these customers will tend to go on shopping the larger online inventory on impulse, loading up more items than they even thought about buying.
The membership perks for Kate Hudson’s Fabletics customers just keep coming. In addition to the transfer of items to the online account, members enjoy free shipping, discounted workout apparel pricing, and even an assigned personal shopping assistant. These perks are making it easy for new shoppers at Kate Hudson’s Fabletics to becoming loyal long-term loyal shoppers who return month after month to see what their personal shopper has chosen for them. If Amazon has been riding high without any worries, they may need to start worrying about Kate Hudson’s Fabletics in the very near future.