There are not many retailers that could make Amazon nervous, especially in the women’s clothing market. Amazon is the leader for a reason when it comes to shopping for clothing online, pulling down more than 20 percent of the sales in this extremely competitive niche. It appears one company is creating some waves in this pool, and Kate Hudson’s Fabletics is not afraid to take on the giant. Looking at sales numbers for the last three years, Fabletics is crushing it with record numbers in the $250 million range for women’s workout apparel and active-wear.
Hudson is not shy about taking about all the success pertaining to her athleisure brand, it comes down to a sales process called reverse showrooming and her unique membership package. To see the processes working in real-time, first we go over to her stores in the local malls. Women are buying the latest releases in workout apparel, applying for their memberships, trying on everything in these stores, and taking the lifestyle quizzes to enhance their memberships. All that activity you might think equates to huge sales, but the retail stores are doing anywhere near the e-commerce store as far as sales numbers.
Now compare those sales at the mall to the online Fabletics store. One perk of membership means if you try something on at the mall, it will get transferred to your online profile. So what this does is eliminate the concern women have about buying online and getting the wrong size. When you shop at eBay or Amazon, you buy a piece of workout apparel, with for delivery, try it one, send it back, as weeks pass. At Kate Hudson’s Fabletics, you know the clothing fits, so online you can shop the enormous inventory and start loading up your cart without any reservations.
The online inventory at Fabletics is much bigger than what you find at the local retail store in your mall. So it is a huge advantage to simply hit the mall, find something you like, note the size and style, then hit the online store. Now you can shop at your convenience online, and scan through a huge inventory knowing your choices will fit you perfectly and be in your hands this week. This is why women are stuffing their online carts with so much merchandise, they want to be able to get their hands on this active-wear today, not next month.
Membership benefits don’t stop there, Kate Hudson’s Fabletics members get free shipping for all those online orders too. Then you can expect discounts on tank tops, yoga pants, leggings, basically all the workout apparel. You are even assigned a personal shopping assistant who is going to pick one item each month based on your quiz answers and drop it in your cart. This pampering is par for the course at Kate Hudson’s Fabletics, and it is no wonder they are enjoying these incredible sales numbers. Amazon may find out too late the real secret to success in this challenging niche.