Amazon doesn’t worry about too much, in fact, sitting in the top position of the e-commerce apparel niche for so long and pulling in 20 percent of the sales in that market. Even when a new active-wear company comes rolling down the river, they usually don’t last very long, that is until recently. When Kate Hudson’s Fabletics came on the scene, no one really took notice, but after pulling in over $250 million in three short years, perhaps Amazon has something to be worried about.
The way Hudson talks about her athleisure brand and her success is really quit simple, she credits it to reverse show-rooming and a very unique membership. To understand how the company has grown so large in such a short time, we go back to the Fabletics store in the mall where you find women of all ages trying all the clothes on, doing some window-shopping, getting the Fabletics membership, and taking the Lifestyle Quiz. What might surprise many, most of the women leave the store without making a purchase, and that is fine by the company.
How could the company grow and make so much money when they let the consumer out of the store without buying?
This is where Kate Hudson’s Fabletics is blazing a trail of her own and making shoppers into loyal customers. These same women who were in the store will eventually visit the Fabletics website. All the active-wear and workout apparel they tried on at the retail store is in the member’s profile, so they already know what items fit them perfectly and they want to buy more. Unlike the shopping experience at Amazon, where women are buying active-wear without getting to see how it fits and having to return it time and time again, Fabletics customers have no worries.
What happens is these Kate Hudson’s Fabletics customers select an item, then another based on that size, and another, and wind up spending more than they would have in the retail store. Then you have to look at all the benefits of being a Fabletics member, like lower pricing, a personal shopping assistant, and free shipping on the online orders. Women are being pampered, and they seem to love the entire experience. If sales numbers are any indication, Kate Hudson’s Fabletics is poised to give Amazon a real run for the money in this very competitive and crowded women’s apparel niche.