In order for any company to be the next Amazon, they have to be producing big numbers like the king of online apparel sales. Amazon is pulling in over 20 percent of the sales in a market where thousands are fighting for every clothing dollar. Kate Hudson’s Fabletics doesn’t seem to be content with fighting anyone for scraps, they are poised to go after the top spot, and their numbers don’t lie. In a little over three years, Kate Hudson‘s Fabletics has taken in $250 million in sales of women’s active-wear and workout apparel.
To hear Hudson talk about her athleisure brand, you get a real understanding as to why her sales numbers are breaking all sorts of records. Hudson says that two contributing factors to the success of her brand of active-wear is reverse showrooming and her incredible membership package for customers. Looking at how things transpire at the local Fabletics stores in the mall, we see women window-shopping, trying on all the apparel, and even taking part in the Fabletics lifestyle quiz. The most amazing part of the whole sales process is that even though the store has this relaxed and no=pressure atmosphere, sales are not breaking records at the stores.
Now we take a look at the Fabletics e-commerce store, and this is where the numbers literally explode. Part of the unique membership plan is that when you are in the mall trying on your clothing, those pieces of workout apparel are uploaded to your online profile. Once you log into your Fabletics account, you see those pieces that fit you and now you can continue shopping the incredibly large online inventory. This eliminates that degree of concern that the items won’t fit when they arrive, so these females are buying leggings, tank tops, and yoga pants in record numbers.
Included with the Kate Hudson’s Fabletics membership, free online shipping, discounted apparel pricing, and even the assistance of your very own personal shopper. The shopper will use your quiz answers and buying habits to select an item each month that they think you will love. There is no pressure to make that purchase, just like the relaxed atmosphere during the rest of the sales process at the store. If Amazon is not paying close attention to Kate Hudson’s Fabletics, there will be a new apparel retailer sitting at the top of the mountain this coming year.