During their run, Amazon has exploded in this niche and commands over 20 percent of all clothing sales online. Even though the majority of other clothing sellers are fighting for whatever scraps Amazon leaves behind, Kate Hudson’s Fabletics is making huge strides to close that gap to the top seller in this space. Looking at it from the point of sales, in just a little over three years, Kate Hudson’s Fabletics has already sold an incredible $250 million in women’s active-wear to the same customers of Amazon.
Hudson says her athleisure brand is more than low prices and high-quality, the success of her brand really comes down to the reverse showrooming sales process and her unique membership plan. Take a look inside the Fabletics stores in the local mall, there you are going to see what really is the driving force behind all those enormous sales numbers. Women shopping at this retail store are not being pressured by sales associates, in fact, quite the opposite is happening in this store. These customers are taking a lifestyle quiz, applying for membership trying on all those pieces of workout apparel, and just window-shopping when they have time.
The real magic in this formula takes shape when these customers visit the Fabletics e-commerce site. Since they tried on all that apparel in the mall, Fabletics uploads those pieces to the members online profile. Now since the customer already knows the pieces fit, what they wind up doing is buying more pieces than the average shopper. These women will surf the gigantic inventory online for fun new colors, exciting new styles, and try to grab those new arrivals as they are added to the inventory.
Look at the time wasted when you are shopping at online clothing retailers like eBay or Amazon. First, you select one item that you think is going to fit, then you have to pay to get it shipped. Even Amazon members pay $80 a year for the privilege of discounted shipping. Once the clothing arrives and doesn’t fit, you have to go back and forth with shipping until it is right. At Fabletics, you get the clothing that you want to fit you perfectly the first time. That means you are out and about with your new apparel this week.
Kate Hudson’s Fabletics provides their members with more in the way of perks. Free shipping for online orders, discounts on yoga pants, tank tops, and leggings, and even the assistance of your very own personal shopper. Your shopping assistant will use your quiz answers and buying history to locate one new arrival each moth for buyer consideration. Kate Hudson’s Fabletics may differ in their sales approach compared to Amazon, and it may just be the reason this company is growing at a record pace.