Amazon has been comfortably sitting at the top of the apparel e-commerce niche for many years. They command 20 percent of the sales in that one niche, so they are used to new clothing companies coming along and trying to take shots at their profits. Things might be changing for Amazon as Kate Hudson’s Fabletics is poised to do things those other online fashion sites are unable to do. Just look at the numbers to get a real feel for how things are changing, Hudson’s company pulled in a whopping $250 million in sales in only three years, and those numbers could be on the rise.
When Hudson was asked to talk about the incredible success of her company, she always comes back to a few key factors, her membership program and the reverse showrooming technique. While these are by no means anything new to this competitive industry, it is the way that Hudson’s company is working them that has women really enjoying the pampering. Take a look at the sales process at the retail Fabletics store in the mall, there you will see women trying on all the latest in workout apparel, active-wear, and yoga pants. These women consider this more of a shopping experience, taking part in the Lifestyle Quiz while in the store, grabbing the free Fabletics membership, window-shopping without the pressure from sales associates to buy anything.
That is the key to the reverse showrooming process, these women that tried on the athleisure brand in the mall will discover it is now sitting in their online profile when they visit the Fabletics e-commerce site. The genius in this process is by the time these women visit the store online, they have tried on the apparel so they know how it is going to fit already. By taking the guesswork out of the equation, these women feel more comfortable to buy and buy, purchasing far more than they would have in the mall.
As part of the membership to Kate Hudson’s Fabletics, these women get a personal shopper who picks one new item based on the quiz answers, free shipping for online orders, and discounts on all the merchandise. Kate Hudson’s Fabletics is all about giving women high-quality active-wear at low prices, without the hassle of having to hope it arrives and fits like with Amazon. Knowing the apparel fits like a glove, these women will return to the online site whenever they want to see the latest arrivals and be pampered.