Amazon has been the top retailer in a number of different niches for years, but none so much as that of the online apparel industry. Looking at it from a distance, you see thousands of clothing companies fighting for the same customer, yet Amazon is scooping up 20 percent of all the sales year after year. While the other clothing retailers are fighting for the remaining customers, Kate Hudson’s Fabletics has been moving in onto Amazon territory, taking in an incredible $250 million in sales in only a 36 month period.
Hudson was asked to talk about how her athleisure brand is experiencing more success than all the other companies that are so desperate for that same dollar. Her answer surprises even those who work in the same market, crediting reverse showrooming and membership perks as the reasons her sales are approaching that of the leader in that market. Take a close look at what is really happening at the Fabletics store in the mall, you see women trying on everything they can get their hands on, window-shopping with no pressure from sales associates, and even taking the lifestyle quiz for additional membership benefits.
Here is where Kate Hudson’s Fabletics is separating themselves from the rest of the clothing sellers in this space. The Fabletics e-commerce store has a larger inventory then the store at the malls. So when these members eventually visit the online store, they find all the items they wore inside the store have been uploaded to their profile page. So what happens next is these women do not have to be concerned if those new leggings or yoga pants will fit, they simply start adding more and more items to the shopping cart without any cares.
Loyal customers of Kate Hudson’s Fabletics are also enjoying the assistance of their own personal shopper, discounts on all the workout apparel, and even free shipping for online orders. Your shopping assistant is looking over those lifestyle quiz answers, and then once a month is stuffing your cart with an item they think you will love. The key here is the customer has the power all the time, from trying on items in the store with no pressure, to accepting or rejecting the pieces your assistant picks for you. This could be the reason that Kate Hudson’s Fabletics has been taking more sales away from Amazon as each year comes to a close.
There are not too many clothing retail outlets that think they can compete online with Amazon, especially since they own over 20% of that space. That is the exact reason Kate Hudson’s Fabletics is growing each year, they are not afraid to take on the retail giant at their own game. Looking at the numbers, Fabletics has already sold over $250 million in women’s active-wear in the last couple years. With no sign of her company slowing down, we take a closer look at exactly what it making this athleisure brand so appealing to the masses.
If you listen to Hudson, she will tel, you that the secret to her success is a unique membership model that makes use of reverse-showrooming. Hudson is not trying to reinvent the wheel here, she is simply looking for an easier way for women to shop for the brands and styles they want at the best prices. Compared to Amazon, Fabletics allows you to touch and try on the items you are buying first, making the overall shopping experience more ideal. Once you know an item fits, you are more likely to buy similar items.
Hudson says that this is a typical buying experience at her stores. A woman walks into the mall and stops in one of her retail outlets. The buyer opens a free membership, completes a short Lifestyle Quiz, and is then encouraged to shop and try on anything they want. There is no pressure here, in fact, most people leave without buying anything. What happens when they are home however is where the magic and success lies for this athleisure brand.
Once online, the consumer sees all those piece of active-wear they tried on in the store because they were added to a cart already. The shopper can proceed with the purchase, add more similar items, or look around at other items for sale. The consumer who fills out the Lifestyle Quiz will have their own personal shopper add one item each month to their cart for their consideration. If the buyer loves the selection, they buy it. If not, they reject it and nothing is chosen until next month. This fashion shopping experience is all about making it easier for the buyers, and sales have exploded year after year as a result.
Kate Hudson’s Fabletics might not be as big as Amazon when it comes to e-commerce yet, but she is gaining ground and closing the gap quickly.
Does the name Kate Hudson ring any bells for you? If so, you have probably been a big fab of her career as an actress, and that is why it is so surprising to many when they hear that Kate Hudson, Don Ressler and Adam Goldenberg were all the founders of this brilliant company, Fabletics. The Fabletics store was actually launched by these three in the year of 2013 during the July month. The year of 2015 brought great joy to the Fabletics company, when they were able to release their new men’s wear line, this was helped to get started by the brother of Kate Hudson, Oliver Hudson.
The year of 2016 was also another good one for all of the company according to Wikipedia, being that it was the year that they were able to add more things to their inventory other than the sportswear and accessories, they were able to add dresses and also swimsuits. This expansion brought the Fabletics company an even higher rate of exposure when it came to the media, making their company become pretty popular.
Everyone who knows about the company has heard of their amazing offers when it comes to the price of their membership. The membership price as of right now is at an amazing $49.95, being one of the best prices that you can get around the world when it comes to retailers that offer memberships online. This membership does come with the opportunity to also knock off one month of payment, without an extra charge. As a member of the Fabletics website, you will be at first presented with some easy to answer questions, but these questions are worth the wait, being that they will help you out greatly when it comes to picking out outfits that are suited more to your needs.