When another clothing company starts to compare themselves to Amazon, it usually ends in the same way each time. These companies do not realize that Amazon is a leader in the fashion e-commerce market for a reason, having sold 20 percent of all the clothing in this competitive niche year after year. Kate Hudson’s Fabletics is that company that plans to distance themselves from Amazon in a good way, by racking up more sales that the giant in the women’s clothing market. Looking at sales in the last three years, it might surprise many to see that Kate Hudson’s Fabletics has already brought in $250 million in workout apparel for women.
Hudson will gladly tell you that she can credit the ultimate success of her athleisure brand to a few sales techniques. Her unique twist on reverse showrooming and numerous membership perks are the foundation this company is built on, and things like high-quality, low prices, and a celebrity name just complement the obvious. Take a drive to the mall and you are going to see that the Fabletics stores are always full of happy customers that are enjoying their time in the stores. These women are shopping for yoga pants, leggings, and tank tops without pressure from any sales associates. These women are window-shopping, browsing the newest active-wear arrivals, taking the Fabletics lifestyle quiz, and trying on all the clothing in the store.
Here is where the sales numbers really begin to rack up for Kate Hudson’s Fabletics, at the online storefront. When you visit the Fabletics stores at the mall and try on all the clothing, because you are a member, each piece gets uploaded to your online account. Now that your choices are already in your cart, you can continue to shop without having to worry about size concerns. This means you have a much bigger inventory to shop online, and these women are buying on impulse and stuffing their carts with more active-wear than they would have purchased at sites like eBay or Amazon.
Kate Hudson’s Fabletics is making major waves in the fashion e-commerce market by offering customers membership perks unlike they are used to receiving at other clothing stores. Loyal Fabletics customers get their online orders shipped for free, they receive discounts on the workout clothing, and they have a shopping assistant working to select one piece each month based on lifestyle quiz answers.