Amazon usually has nothing to be concerned about when we are talking about the fashion e-commerce market. Despite there being well over a couple thousand clothing retailers in this space, Amazon is still generating 20 percent of all the sales in this one space. Even though there appears to be a huge gap from Amazon to the nearest competitor, Kate Hudson’s Fabletics is making a great case to be closing that gap faster than anyone could have anticipated. One reason for all the buzz, Kate Hudson’s Fabletics has already sold $250 million in women’s workout clothing and active-wear in only three years.
Listen very carefully to Hudson talking about her athleisure brand, there is no mention of high-quality or low pricing, she credits everything to reverse showrooming and the company membership program. Although not new sales techniques by any stretch, when paired together in a unique way they appear to be working for this clothing company. Just look inside the Fabletics stores at the local mall. There are women in the store trying on all the latest in active-wear, browsing the latest releases in workout clothing, and sitting down to take the lifestyle quiz. No pressure from sales associates in this store to make sales, and it is working.
Now in order to see how Kate Hudson’s Fabletics is taking charge in this competitive fashion e-commerce market, we take a look at their e-commerce site. Since customers were trying on all the clothing in mall, everything is uploaded to the online site and these women can just continue their shopping that they left off at the mall. The inventory is larger online, so without the concern of sizing, these women are loading up their carts with more and more workout apparel.
The membership perks for Kate Hudson’s Fabletics don’t just end there, loyal members receive the assistance of a shopping assistant, free shipping for online orders, and even discounts on everything throughout the stores. Your shopping assistant has one job, looking over your quiz answers and then selecting a piece of workout gear they place in your cart at the beginning of each month. As you can see, this is not your average shopping experience, and it is changing the way these women approach hunting for active-wear. Amazon has a membership program in place, but compared to Kate Hudson’s Fabletics, it may not be enough to keep them in the top sales position.