When any clothing retailer in the fashion e-commerce market is looking to the top dog in that space, Amazon is always the one company that gets mentioned time and time again. There is a good reason why Amazon is a giant in the clothing business, they are selling 20 percent of all the apparel in this space year to year. Along comes Kate Hudson’s Fabletics, not only looking to break away from the pack of thousands of other clothing companies, but to take the top spot away from Amazon. In just under three years, Kate Hudson’s Fabletics is already selling $250 million of their women’s workout apparel.
The growing popularity of this athleisure brand has a lot to do with how Kate Hudson is approaching sales. Instead of relying on the high quality of the merchandise or her celebrity status, Hudson says reverse showrooming and her membership perks for loyal customers are the keys to the growing success. Just watch how people are shopping inside a Fabletics retail store at the mall. There are some shoppers trying on all the workout clothing, while others are taking a lifestyle quiz, and still others just window-shopping for all the latest releases in yoga pant and tank tops.
Dominating in this fashion e-commerce market is more than selling things off the rack, you need to create a unique shopping experience for the customer. When these women are shopping in the mall, each time they try on any piece of active-wear at the Fabletics store, that piece gets transferred to the member’s online shopping cart too. What this does is allow these women to leave the mall without making a purchase and come back another time to finish at their convenience. They go online, continue shopping, and without concern of the clothing fitting, they buy more yoga pants and leggings on impulse.
The rewards for being a loyal Fabletics customers also include free shipping deals on every online order, discounts on the clothing in both store and website, and you get an assigned personal shopper too. Your shopper uses those quiz results to choose pieces each month for you to consider. This is not the average active-wear shopping experience. Women are loving the pampering they are receiving at Kate Hudson’s Fabletics, and it definitely is showing in the fact the sales for the company are starting to look more like the numbers Amazon were producing.