Taking a look at the fashion e-commerce market from a numbers point of view, it is clear that Amazon is the top retailer is this space. There are thousands of other clothing companies all trying to reach the same customer, yet Amazon is able to make 20 percent of all the apparel sales in this space. Even with a huge lead in this space, it appears that Kate Hudson’s Fabletics has drawn the attention of Amazon for one particular reason. In the last three years, Kate Hudson’s Fabletics has sold over $250 million in active-wear.
Hudson will tell anyone that asks about the success of her athleisure brand. What may seem odd to some is that Kate Hudson’s Fabletics is making all this commotion by offering loyal customers a huge number of membership perks and using the sales technique better known as reverse showrooming. If you want to see these two sales components working together, all you need to do is to stop by the Fabletics stores a local mall. Looking inside, we see women of all ages trying on all the yoga pant, leggings, or tank tops they can find. There are women taking the lifestyle quiz, and even more just window-shopping. The atmosphere is relaxed, and shoppers feel no pressure from sales associates to buy anything.
That is not the only reasons Kate Hudson’s Fabletics is making waves in the fashion e-commerce market, it is all about their online storefront. Since shoppers were able to try on the active-wear inside the store, each of those pieces will be uploaded to their member’s account, allowing them to continue he shopping experience exactly where they left off. That reduces any hesitation about buying something you don’t think will fit, so these women go on impulse shopping mode and fill up their online carts with all the latest in workout apparel.
Kate Hudson’s Fabletics keeps the member perks coming, like discounts on all active-wear both online and in the mall, free shipping for all purchases online, and even a personalized shopping assistant. Your assistant looks at your quiz results, chooses something you may like, drops it in your cart the first of each month. This is more than your average shopping experience, as Kate Hudson’s Fabletics is taking the time to pamper their customers at each and every chance they can. Amazon should be paying much closer attention to this success now.