Amazon has had a really easy go of it in recent years, especially when we are talking about the sales of apparel online. In that market alone, Amazon is taking in over 20 percent of the sales in an industry that has thousands of clothing companies fighting for the same dollar. Even though Amazon has not been worried in this space for years, one company may be putting pressure on them to work harder. Kate Hudson’s Fabletics has been gaining on Amazon, and in a little over three years has already taken in an impressive $250 million in sales in the same niche Amazon was dominating.
Hudson can tell you exactly why her athleisure brand has been able to apply pressure to the leader in this space. Hudson says the credit comes down to only two basic components, reverse showrooming and membership benefits. These are not new techniques, in fact, there are dozens of clothing retailers already utilizing these techniques. So why is Kate Hudson’s Fabletics seeing such amazing results then? To get the answer, we have to drive to the local mall and visit the Fabletics stores. These retail stores are where the success begins, and it all hinges on these women trying on as many of the workout apparel pieces as they like. Hudson says there is zero pressure from sales associates, they actually encourage shoppers take a lifestyle quiz and try everything on.
Once these shoppers have more time, they can visit the Fabletics e-commerce store and find that all the clothing they were wearing inside the mall stores is now uploaded to their online account. What makes this who sales process work is that since you already know the active-wear fits perfectly, you are able to focus on purchasing. These women don’t worry about the issue of sizing, so they grab all the latest pairs of yoga pants, leggings, or tank tops that are available.
Membership at Kate Hudson’s Fabletics has some other pretty unique perks. The customers who have memberships get free online shipping, discounted clothing prices, and even their very own personal shopping assistant. Your assistant picks one piece of workout apparel based on shopping preference and lifestyle quiz answers, places in your cart the first of the month, and you decide if you love it and want it shipped. Amazon think Prime membership is rewarding, wait until they see what Hudson has planned for her customers.