Any time you mention that a company is closing the gap to Amazon, you have to take a step back and really look closely at where Amazon is in that market. When we are talking about the fashion e-commerce market, Amazon is not only way in front, they are pulling in 20 percent of the sales in one of the most competitive markets. Kate Hudson’s Fabletics is not intimidated by that lead, in fact, they have been steadily climbing out of the pack of thousands of sellers, making their own mark selling $250 million of their women’s workout apparel.
The secret to the success of this new athleisure brand doesn’t have anything to do with high-quality or celebrity connection, Hudson says it comes down to membership benefits and her reverse showrooming technique. Those who many not be able to make the connection, you only need to drive to the local mall and step inside the Fabletics retail store to see. There you will find women lining up just to try on all the latest active-wear, taking the Fabletics lifestyle quiz, or just browsing the racks without sales associates pressuring them to buy anything. In fact, many shoppers leave the store buying nothing, and that is just fine with Hudson.
Hudson knows to compete in this fashion e-commerce market, it all comes down to making online sales. That is exactly what Kate Hudson’s Fabletics, and they are making them in record numbers. When these shoppers are in the mall trying on all the active-wear, what happens is those pieces are instantly getting uploaded to the customer’s membership account. That makes it easier for them to continue shopping when it is more convenient. Now since they already know the merchandise will fit them perfectly, they impulse shop the enormous online inventory. They buy leggings, yoga pants, and all the tank tops they can find.
In addition to making online shopping easier, Hudson’s Fabletics membership does include help from a personal shopping assistant, discounts on the merchandise in the mall and online, as well as free shipping for those online orders. This is a total shopping experience that many women are not used to experiencing. Amazon might have been at the top for a while offering discounted shipping for $80 a year with Prime memberships, but Kate Hudson’s Fabletics is turning their shoppers to loyal customers who come back monthly to buy the latest in active-wear.
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