For a company to even think they have a chance to catch Amazon is a great accomplishment because this retail giant has been comfortable at the top of many markets for years. When it comes to e-commerce clothing sales, Amazon is bringing in over 20 percent of the sales with a gap over the competition widening year to year. Hudson’s Fabletics has been chasing Amazon for three years, and in that time they have sold over $250 million in women’s workout apparel.
Hudson described the success of her athleisure brand this way, a combination of her membership program and reverse showrooming. These are not terms that are new in the apparel industry, but somehow Hudson has struck a chord with female shoppers looking for a different type of shopping experience than they are used to getting at Amazon. Look what happens when you visit the Fabletics website, shoppers are trying on all the apparel in the store, taking a Lifestyle Quiz, and looking at all the latest when it comes to workout apparel and active-wear. The relaxed atmosphere is only enhanced by the fact there is zero pressure by the sales associates on customers to buy anything.
Things are quite different however when these customers wind up visiting the Fabletics website. Now since these customers have tried on the clothing in the stores at the mall, those pieces are transferred to the customers profile page online. This eliminates the question of whether the apparel is going to fit, so these women begin to focus on looking for new releases or colors they do not already have. Wanting to be the first at the gym with the latest in yoga pants or workout apparel, these customers load up the shopping cart with far more than they would have spent in the malls.
So combine the fact these pieces of workout apparel at Kate Hudson’s Fabletics are high-quality with membership benefits like free shipping for online orders, discounted pricing on select items, and even the assistance of a personal shopper, and you see why sales are soaring. This company has its sights on taking on Amazon in this very competitive niche, and if these sales numbers are any indication, the world may be hearing more about Kate Hudson’s Fabletics in the near future. Pampering women and giving them exactly what type clothing they desire is the way to turn these shoppers into long-term loyal customers.