Whenever you say a company is poised to pass Amazon, you are really saying something spectacular. In the area of online clothing sales, Amazon has been crushing it over the years, scooping up more than 20 percent of the sales in this space while all the hundreds and thousands of other retailers are fighting over the crumbs. Kate Hudson’s Fabletics isn’t content going after those little pieces, and if $250 million in sales of high-quality active-wear in three years is any indication, they are in that enviable position of taken down the top position.
Hudson says that the reason her athleisure brand has been so successful is such a short period has to do with the membership plan she offers her customers and her reverse showrooming sales process. When you stop by the mall and take a look at what is going on inside the Fabletics store, you get a feel that something is certainly different. These women shoppers are not being pressured by sales associates, in fact, they are encouraged to try on as many pieces of workout apparel they want. There are some women in the store filling out the Lifestyle Quiz because they know it offers enhancements to their membership profile. Window-shopping is not frowned upon at the mall stores and neither is the pressure to make purchases.
With no real pressure at the mall to buy, how could Kate Hudson’s Fabletics rake in $250 million in sales then?
The real success of the company revolves around what happens at the Fabletics e-commerce store. Imagine being at the mall and trying on all the clothing you want until you find that perfect fit. This is what happens next at Fabletics, those perfectly fitting pieces of workout apparel then are transferred to the online account of that member. Since they already know how the item fits, they simply continue their shopping online for similar pieces of workout apparel in new colors and different styles. Rather than shopping at Amazon and buying one piece and returning it when the size is wrong, at Kate Hudson’s Fabletics, your package arrives with you knowing everything will fit perfectly.
The benefits to members of Fabletics does not end there, they also get discounts on everything they buy online. Free shipping on all online orders is a perk for members, as well as the help of a personal shopping assistant who takes those quiz answers and selects one piece each month for the customer to consider.