When you take a look at the top of the e-commerce apparel market, Amazon has been comfortably sitting in the best position for many years. They have taken in over 20 percent of the sales in this niche, while the thousands of other apparel companies are fighting for scraps. Kate Hudson’s Fabletics is one of those thousands of companies that has broken away from the pack and in zeroing in on closing that gap with Amazon. In just three years, Kate Hudson’s Fabletics has sold over $250 million in women’s active-wear and workout apparel.
Hudson talked about how her company has been able to make such advances while the rest of the industry is falling back, and she credits most of the success to her membership plan and the sales process called reverse-showrooming. These two components of her sales strategy appear to have really connected with women, and if sales numbers are the indicator, Amazon could have some serious competition to worry about this year. Looking at the way women buy at Fabletics, we have to travel to the mall to see these women at the local retail store. Here they gran their Fabletics membership and take the Lifestyle Quiz, they window-shop all the latest arrivals, and they try on as many pieces of workout apparel as they desire.
When these same customers are visiting the e-commerce site of Fabletics, then you really see how the sales process works. If you try anything on at the local Fabletics store in the mall, those pieces of active-wear instantly get added to your online account. What makes this so beneficial for the customer is they no longer have to worry if the clothing they want to buy will eventually fit them. Knowing each item flatters their frame perfectly, these women only have to decide how many pieces of the workout apparel they can add to their shopping cart.
Included with the Kate Hudson’s Fabletics membership, free shipping on all online orders, special discounted pricing, and the assistance of your own personal shopper. It appears that Hudson has given female shoppers exactly what they want, pampering, high-quality workout apparel, discounted pricing on active-wear, and the ease of ordering online. Amazon may be enjoying the top spot in the apparel niche today, but Kate Hudson’s Fabletics has them in their sights and is close to catching the retail giant in the very near future.
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