Amazon has not been concerned about any other clothing retailer catching them in the crowded fashion e-commerce market. The reason being is that Amazon has been sitting so far in front is because they are making 20 percent of all the sales in this market. Now all of a sudden we have to add Kate Hudson’s Fabletics into this conversation. In a little less than three years, we see Kate Hudson’s Fabletics emerging from the pack in the clothing niche and selling nearly $250 million in women’s workout clothing and active-wear.
The success of this unique athleisure brand may come as a surprise, especially to those in this niche who have been struggling just to tread water all these years. Hudson says she can credit the success of the brand to only two sales components, her membership program dedicated to loyal customers, and her reverse showrooming sales technique. Just take a look for yourself the next time you are in a Fabletics retail store in a local mall. There are women all over that store searching for the newest releases in yoga pants, trying on all the active-wear in the store, and even taking time to fill out the Fabletics lifestyle quiz.
In order for Kate Hudson’s Fabletics to be able to sustain the growth that it is going to take to catch Amazon, they need to really dazzle this fashion e-commerce market. That is exactly what they are doing to their loyal customers. Each time a member is in the store, regardless how busy they are, each piece of workout apparel that they try ion will be instantly uploaded to their online account. That means they can continue the shopping experience when it is convenient for them. Since they know exactly how these pieces fit, the concern of sizing is gone, they are free to go impulse shopping fr as long as they like.
All of Kate Hudson’s Fabletics members enjoy things like the help of a personal shopping assistant, discounted pricing on women’s active-wear in the stores, and free shipping for any order that is placed in the e-commerce site. This is a huge contrast to how members at Amazon are being treated, where they get a discount on shipping but have to pay Amazon $79 each year for that perk. Hudson’s Fabletics is about to change the way these women shop online, and they could be growing faster than they even anticipated.