In order to catch Amazon in the retail clothing niche, you need to be generating sales in the millions year to year. Amazon takes in 20 percent of all the sales in the apparel market, leaving all the hundreds of others to fight for whatever scraps are left. Kate Hudson’s Fabletics is not only making millions in sales of high-quality workout apparel for women, they hit $250 million in sales in only a few short years. That is enough to not only grab the attention of Amazon but to put all the others in this space that this company means serious business.
Hudson says that her athleisure brand has been a huge success with customers for a number of reasons. The workout apparel for women is high-quality, the customer membership plan has huge perks, and the reverse showrooming process is appealing to buyers. Visit the Fabletics stores in the mall and you find women of various ages shopping for the newest releases in yoga pants and tank tops, trying on all the merchandise, and even taking the Fabletics Lifestyle Quiz for membership perks. With sales associates no pressuring the customers to make buys, many are left to wonder where all the sales are coming from.
The answer to where all the sales are coming from at Fabletics, we just need to see how the customers shop once they visit the e-commerce site. Part of the benefits of membership to this site is you are going to see all the apparel that you tried on in the mall moved to your online profile. Now since you wore the clothing and know what fits, you don’t have to buy a sample and wait to try it on, you visit the website and stuff the cart with all the latest releases of yoga pants, leggings, and tank tops. Since your focus is on buying, you simply spend more than you would if you were waiting to see if the clothing fit.
Kate Hudson’s Fabletics has found the winning formula for not only pampering its female clientele, but rewarding them every time they shop. Benefits include free shipping on all orders placed online, discounted prices on the workout apparel, and even the help of your very own personal shopping assistant. If Amazon has not been paying attention to Kate Hudson’s Fabletics in the past, they are going to notice them now as they continue to dominate in this unique and crowded space online.