To say any company is gaining ground on Amazon is a huge accomplishment, especially when we are talking about the highly competitive apparel industry. With thousands of competitors trying to sell clothing in that market, Amazon is pulling in over 20 percent of all sales and sailing away from the nearest competitor. Things may be about to change for Amazon as Kate Hudson’s Fabletics has been making huge strides in that space, raking in about $250 million in sales over a three-year span.
Hudson has no trouble explaining why her athleisure brand is selling so great. She credits it to high-quality, a membership program, and reverse showrooming. While these are not new concepts or practices, it appears Hudson has found the right mix that is really resonating with her female audience. Take a look at how these women are shopping at the Fabletics stores in the mall, trying on all the clothing they like, window shopping with no pressure from sales associates, and enhancing their memberships by taking the Fabletics Lifestyle Quiz.
The majority of the sales don’t take place at the retail stores in the mall, all that money is being made at the Fabletics e-commerce site. Since these customers have already tried the yoga pants, leggings, and tank tops on at the mall, these items are then moved to the online profile for future consideration if not bought in the stores. So this eliminates a degree of concern about the products fitting, and women are free to just browse the website for similar items and buy to their heart’s content. That is exactly what they are doing too, going from buying a few pieces at the mall to buying a half-dozen or more online.
Kate Hudson’s Fabletics is all about pampering, and with the membership to her company you enjoy discounted deals on active-wear and workout apparel, free shipping on all orders online, as well as the help of a personal shopping assistant. Combine these benefits with the fact all the apparel made by this company is high-quality and costs less than the closet competitor. Amazon may want to take a closer look at the success formula here at Fabletics before this company simply gains enough steam to pass them by. When Hudson’s Fabletics began growing in popularity, it was more than just a curiosity as these potential shoppers have been turning into loyal customers for the long haul.