Amazon has been working very hard to maintain their top spot in the fashion e-commerce market, keeping thousands of clothing retailers at bay for years. To get a clear understanding how dominant this clothing retailer is, they are making around 20 percent of all the sales taking place in this competitive market. Even with that huge advantage, Kate Hudson’s Fabletics has been gaining steam and making a serious play for that top spot that Amazon has been clinging to. Looking at sales of women’s workout apparel over the last three years, we see that Kate Hudson’s Fabletics has $250 million in revenues.
If you were to get Hudson to talk to you about the success of this athleisure brand, the answer may come as a surprise. She does not credit the success to high-quality active-wear or the fact that her celebrity name is attached to the brand, she credits the success to reverse showrooming and her rewarding membership perks. Take a drive to the mall and look at what is taking place inside the Fabletics retail stores. Women are lined up to try on all the active-wear inside the store, browse racks for all the latest in workout apparel, and take the Fabletics lifestyle quiz to enhance the membership plan.
In order to compete with Amazon and this competitive fashion e-commerce market, you have to be selling apparel in the online store at record numbers. The reason Kate Hudson’s Fabletics can compete with Amazon is because of how women are buying online. If a customer was in the Fabletics store in the mall and they tried on some yoga pants, that item is uploaded instantly to their online Fabletics account. Now since they already know how it fits, they can shop for other colors and styles on impulse, virtually loading up that online shopping cart with more than they had planned on spending.
Membership benefits are generous at Kate Hudson’s Fabletics, from help with your own personals shopping assistant. free online shipping, and discounted apparel pricing, you are getting treated like a valued customer from day one. This is not the way business is conducted at Amazon for example, where you pay $80 a year in order to be a Prime member and get discounted, not free, shipping. Kate Hudson’s Fabletics is spoiling their visitors and then turning them into long-term loyal customers who are loving the new clothing styles available.