Amazon is dominating the fashion e-commerce market again this year, making the thousands of other clothing retailers in this space have to fight over what is left. Looking at the numbers, Amazon is taking in a huge chunk of sales, in the 20 percent range, while all those other suppliers are having to make do with the remaining. One women’s active-wear company is not content on simply working for those scraps, and Kate Hudson’s Fabletics has big plans on taking on Amazon at their own game. Look at the numbers again, you will see that Kate Hudson’s Fabletics scored over $250 million in only three years selling women’s workout apparel in that same market as Amazon.
To hear it from Hudson, she has no trouble giving all the credit for her success of this athleisure brand to membership perks and a unique sales process known as reverse showrooming. To get a better understanding as to what these two components are doing to help boost sales, we have to travel to the Fabletics store at the mall to really get a clearer picture. Inside the mall stores, you see something happening that really is not the norm in a clothing store. Women are shopping, trying everything on, even taking a lifestyle quiz, and none of the sales associates are pushing them to make purchases.
The reason Kate Hudson’s Fabletics is making such huge strides in the fashion e-commerce market, take another look at what is happening when you visit the Fabletics website. Now since you wore those pieces of active-wear inside the mall, they were instantly uploaded to your membership account. This means that you now have the ability to pick up shopping exactly where you left off, and the inventory online is so much bigger than what you are going to see in the stores. So these women are stuffing those online carts with all the latest in yoga pants, leggings, and tank tops.
Membership perks for Kate Hudson’s Fabletics customers also includes free shipping from the online store, deep discounts on all the workout apparel, and even your very own personal shopping assistant. This assistant looks at those quiz answers, then selects a piece each month they think you will enjoy. This entire shopping experience, from the mall to the e-commerce site, is basically all about giving the shoppers what they really want, and converting them to loyal customers.