How Did Kate Hudson’s Fabletics Make Such a Charge Towards Amazon?
There is no mistake who is the giant when it comes to online apparel sales. Amazon has not only held that crown for many years in a row, they have distanced themselves from even the closest competitor by a country mile. There is one company who is not willing to mix around with thousands of other clothing retailers at the bottom of that niche, and Kate Hudson’s Fabletics is about to show Amazon why they deserve top billing.
Kate Hudson’s Fabletics recently hit the $250 million mark in sales of women’s apparel, working shoulder to shoulder with Amazon in their sights.
If you were to ask Hudson how her company has been able to close the gap to Amazon, you may be surprised to hear that she will gladly tell you the answer. In short, the two keys to the success of Kate Hudson’s Fabletics come down to reverse-showrooming and a very rewarding membership package. This might be unclear to many, so to get a better understanding, you only need to drive to the local mall and walk inside the Fabletics retail shops. To your surprise, you will see women taking a Lifestyle Quiz, window-shopping, and trying on every pieces of women’s apparel that they can get their hands on.
Perhaps the biggest surprise is many of these women are leaving the store buying nothing, and Hudson says that is fine with her.
The reason Hudson is fine with her customers leaving the stores without making a purchase is simple, she knows they are going to return shopping online when it is convenient for them. Each piece of apparel that was worn inside the retail shop gets instantly uploaded to the member’s profile page online, so when they have time, they check out the larger online inventory and keep adding items to their cart. Since these shoppers know what pieces fit, they are free to look for new colors and styles without concern of the pieces fitting like the experience you get at Amazon.
The ultimate success of Kate Hudson‘s Fabletics and this athleisure brand all comes down to giving the customers more in value than they could ever expect to pay for. To that end, Kate Hudson’s Fabletics customers ll receive discounted prices on leggings, tank tops, and yoga pants, free shipping for those online orders, as well as the assistance of their very personal shopper from Fabletics.
This constant pampering has given Kate Hudson’s Fabletics a boost to the top, and Amazon could soon be the second biggest online retailer.