Amazon is so used to being in the top spot in the competitive fashion e-commerce market that they usually do not panic when a clothing company seems to break out from the pack. Amazon is still selling 20 percent of all the apparel in this market, despite there being several thousand other clothing sellers all trying to knock them off that top perch. There appears to be one clothing company making waves in this niche and getting everyone’s attention. Kate Hudson’s Fabletics has sold $250 in women’s workout apparel in a little over three years, and may be about to give Amazon all they can handle.
Hudson will talk about the success of her athleisure brand by stating how it all comes down to a few basics. In addition to using the sales process called reverse showrooming, Hudson says that her diverse and rewarding membership perks are key to the ultimate success of the brand. In order to wrap your head around how these two simple processes are yielding big numbers, we need to start our investigation at the Fabletics stores in the local mall. It may surprise many to see women are packed in the store doing things like window-shopping, browsing the newest releases racks, taking the lifestyle quiz, and trying on all the active-wear inside the store.
When it comes to taking charge in this competitive fashion e-commerce market, one other area you need to see big numbers is your online storefront. In order to drive sales to the Fabletics e-commerce store, the company has things set up in a way that when you try clothing on in the store at the mall, it gets uploaded immediately to the member’s account online. This makes it easier for these customers to continue shopping when they have more time, and it eliminates the concern about the clothing fitting them. That makes it easier to buy leggings, yoga pants, or tank tops on impulse.
The benefits of being a Kate Hudson’s Fabletics member do not stop there. These loyal customers also receive free shipping for online orders, assistance from an assigned personal shopper, and even discounts on all the workout apparel online and in the retail stores. Kate Hudson’s Fabletics has the pedal to the metal and is trying to give Amazon just about all they can handle as they make a push for that top spot in the fashion e-commerce market.