In order for Amazon to be concerned about any company breaking out of the pack of thousands of other clothing retailers and threatening their dominance, something really earth-shattering needs to be occurring. Amazon is bring in 20 percent of the total sales in the fashion e-commerce market, and there has not been anyone even close to those numbers in year. Out of nowhere, Kate Hudson’s Fabletics may be the company to really give Amazon pause for concern. In a little under three years, Kate Hudson’s Fabletics has generated $250 million in sales of women’s active-wear in the same space as Amazon.
To get a better understand what is the driving force behind this athleisure brand, we need only look at what Hudson calls her two foundations for success. She credits the diverse membership package for her members, as well as the distinct reverse showrooming sales technique. If you want to see these two techniques working side by side, take a little drive to the local mall and step inside the Fabletics retail stores. Women are not being pressured to make purchases by the sales associates, they are window-shopping, taking the lifestyle quiz, and trying on all the leggings and yoga pants they can while in the store.
The dominance in this fashion e-commerce market may be about to come to a screeching halt if Kate Hudson’s Fabletics has something to say about it. Each time one of these shoppers tries on something at the retail store, it gets uploaded to the Fabletics e-commerce site for future consideration. When these women pick up where they left off while at the mall, something very unique is happening. Since they already know how the workout apparel fits, they begin buying all that active-wear on impulse. Sales online has exploded for Kate Hudson’s Fabletics, something no one in that industry could have predicted.
The membership perks only start there however, customers of Kate Hudson’s Fabletics can also expect free shipping for online orders, discounts on all the active-wear pieces, and your own shopping assistant. Your personal shopper looks over the answers you submitted on the lifestyle quiz, then places one new item each month in your online cart to consider. What is happening here is these shoppers are enjoying the pampering, and then they go from a shopper to a loyal Kate Hudson‘s Fabletics customer. If Amazon is not paying attention now, they will be very concerned in the near future.