Amazon is the king when it comes to sales in the online apparel market. With thousands of clothing companies all fighting for the same dollar, Amazon is easily grabbing over 20 percent of the sales and leaving the rest for those retailers to fight over. One clothing company does not seem satisfied with such a small slice of the pie, and is making a huge effort to close the gap on Amazon. Kate Hudson’s Fabletics has sold over $250 million in high-quality workout apparel in only three years, quickly closing the gap on Amazon faster than anyone thought possible.
To get a better understanding about why this athleisure brand is so successful, we listen to Hudson explain the process that is exploding the popularity of her company. The success of the Fabletics brand is credited to reverse showrooming, high-quality merchandise, and a rewarding membership program. Women visit the Fabletics stores at the local malls and they are invited to take a Lifestyle Quiz to enhance the membership or simply try on as many pieces of leggings, tank tops, or yoga pants they want. Window-shopping is never discouraged, in fact, it is the key to the success of the sales for this company.
When these women are trying on all that apparel in the stores, part of the perks for being a member means those items get moved to the online profile page of each customer. Even if this customer does not make a purchase at the stores in the mall, those items will be waiting for them online. Now since they already tried on the clothing at the mall, they hit the e-commerce store without the concern of whether the clothing fits. This means shoppers are now free to search for exciting new colors or styles, and fill up the online shopping cart as much as they like. Compare that to shopping at other e-commerce sites where you guess if the apparel will fit, then ship it back to try and get the right size.
The other perks that come with membership to Fabletics are free shipping for those online orders, discounted active-wear prices, and the assistance of your very own personal shopper. Amazon may be in for a real fight for those sales revenues this year as Kate Hudson’s Fabletics continues to grow.