Amazon is so far ahead when it comes to sales in the online apparel market, that the thousands of other clothing manufacturers are usually happy fighting over what is left because they can not topple the giant from the top perch. Amazon is pulling down 20 percent of all the sales of apparel online, a huge amount of money when you consider the volume of sales n this space. That being said, Kate Hudson’s Fabletics has been emerging from that pack and catching up to Amazon in the last year, having sold over $250 million in workout apparel in that short time.
To get a better understanding to how Hudson and her company have made up so much ground, you need to look at what is making her athleisure brand selling like hotcakes. It isn’t about the quality or the pricing, the success of this brand comes down to membership perks and reverse showrooming. In order to understand how these two key components are working in tandem, you have to go to the local mall and visit the Fabletics retail stores first. This is where you are going to discover women filling the store and window-shopping, taking the store lifestyle quiz, and trying on everything in the store from tank tops to yoga pants.
The key component in all this happens when these same women go shopping at the e-commerce store. This is where one of the membership perks kicks into gear. Since you were trying on all the clothing at the mall, you are able to log into your Fabletics account and you will discover those same items have all been uploaded to your account. This helps to eliminate all concerns about sizing from the equation, so these women are buying and buying without any concerns. Since the online inventory is so vast, they tend to spend more money than they would at other retail clothing sites.
The Kate Hudson’s Fabletics membership perks don’t stop there for these women. These ladies are getting their workout apparel shipped free, they are getting discounts, and they are getting the help of their own personal shopping assistant. The assistant uses Fablectics quiz answers to select one item to add to the cart for consideration at the beginning of the month. Amazon could learn a thing about how to pamper customers, but Kate Hudson’s Fabletics may be too far ahead by the time the rest catch on to her success.