Amazon has been at the summit of online clothing apparel sales for many years, and when you command over 20 percent of all the sales, the other thousand retailers have to fight over the scraps. It appears that Kate Hudson’s Fabletics is no longer content with fighting for sales, they want to take on the leader and be the dominant force in the apparel market. Looking at the numbers, we see that Kate Hudson’s Fabletics has already taken in $250 million in sales of high-quality active-wear and workout apparel. If any company is poised to take on Amazon, it appears Kate Hudson’s Fabletics is that company.
To get a better understand why this athleisure brand is so popular with women, we simply get it right from Hudson. She talks about the reverse showrooming sales process combined with her membership package as the foundation to her success. For those who does understand how this unique combination could be responsible for those incredible sales numbers, we take our focus to the mall at the Fabletics retail stores. Although the mood is relaxed, women are stopping by in record numbers just to try on the workout apparel and take part in the Lifestyle Quiz. Sales associates are not pushing the sales, so these window-shoppers take advantage of a unique shopping experience.
The bulk of the $250 million is clothing sales for Kate Hudson’s Fabletics happens in the e-commerce site. The reason might surprise you, and it has to do with everything concerning reverse showrooming. Part of the benefit of having the membership means that when you are in the retail stores, you can try on as many pairs of leggings, tank tops, or yoga pants you like, and those that fit perfectly get transferred to your online profile. So when you have the time to shop on your mobile device, you see what fits, you simply add more styles, more new arrivals, and vibrant colors too. When you don’t have to restrict your shopping because of size concerns, you simply load up that online shopping cart as much as you like.
Kate Hudson’s Fabletics rewards customers with a personal shopping assistant, discounted item pricing, and even free shipping for all online orders. Your shopping assistant uses those quiz answers and your buying preferences to choose an item each month they think you will love. Kate Hudson’s Fabletics is not only taking on Amazon, they are poised to be the next leader in clothing sales.