Kate Hudson’s Fabletics Can Give Amazon Reason to Be Concerned
Amazon has been cruising right along in the fashion e-commerce market for years, and since they are pulling down 20 percent of all sales in this space, they don’t usually have any reason to be concerned about the thousands of competitors chasing them. One such competitor, Kate Hudson’s Fabletics, has been making some serious gains in sales of women’s workout apparel, and giving Amazon a reason to think twice about their position. In only a few short years, Fabletics has already sold $250 in the same space as Amazon.
The secret to the rising success of this athleisure brand comes down to a couple components. Hudson says she feels her unique membership package and the reverse showrooming sales technique are the reasons her company is seeing those explosive numbers. Looking at things for what they are, take a closer look at exactly what is happening in the malls at the retail Fabletics shops. Inside the store you are seeing customers browsing the latest in workout apparel, trying on every piece of active-wear in the store, and even taking lifestyle quizzes. With this relaxed approach to sales, it looks counterproductive to growing a brand.
But Kate Hudson’s Fabletics has a secret weapon in this very competitive fashion e-commerce market that is helping them increase sales. The Fabletics online store is where all these pieces of the apparel puzzle start falling into place. Since a shopper was trying on a piece of apparel in the store at the local mall, the pieces get transferred to their membership account online. Once these items appear in the online shopping cart, it is that much easier to just continue shopping on impulse because you already know exactly how each piece is going to fit. This is a huge reason for the surge in sales in such a very short amount of time.
The membership benefits at Kate Hudson’s Fabletics don’t end there, in fact, they are just beginning. Membership also entails getting free shipping for online orders, getting your very own shopping assistant, and receiving big discounts on the workout clothing throughout the online and retail stores. Your shopping assistant helps make the buying process even easier by scanning your quiz answers and picking a piece of active-wear they want you to consider. Kate Hudson’s Fabletics has found a way to make shopping even easier for their customers, and Amazon should be very concerned if they are not already worried.