Amazon has been so far ahead in the fashion e-commerce market that they are not too concerned when there is some excitement about another clothing retailer making a run at their top spot. The reason for the comfortable feeling is partly because they are already making 20 percent of the sales in a market where thousands are trying to get the attention of those same customers. It appears that Kate Hudson’s Fabletics might be making a little trouble for Amazon as the year unfolds. In three short years, Kate Hudson’s Fabletics has been able to sell $250 million in their women’s workout apparel.
If you want to find out how this company was able to explode on to the scene, we just have to talk with Hudson and get those answers. She says that the real secret to the growing success of her athleisure brand has to do with her sales process of reverse showrooming combined with her diverse membership rewards. We start this quest to discover the success of Fabletics by going to their retail stores at the mall. These stores are full of women who are trying on all those pieces of active-wear, window-shopping for the latest in workout clothing, even taking the Fabletics lifestyle quiz so they can unlock even more membership perks.
To really be a force in the fashion e-commerce market, you need to really have a unique sales approach driving those sales. Here is where Kate Hudson’s Fabletics is grabbing the active-wear niche and making a serious run for the top of the market. Each time a member is shopping inside the Fabletics mall stores and tries any of the clothing on, it will be uploaded to their online account. When these women find time to shop, what they will discover is those pieces of workout apparel are now sitting inside their shopping carts. Not only does this make shopping easier, these women are free to shop on impulse since they know everything will fit.
The membership rewards just keep coming at Kate Hudson’s Fabletics, where these shoppers also get free online shipping, a Fabletics personal shopper, and savings on all the active-wear throughout the site. This is not your ordinary workout apparel shopping experience, and the sales numbers do not lie about how popular Kate Hudson’s Fabletics has become in their chase to make some serious trouble for the retail giant Amazon.