The only thing that Amazon appears to be afraid of these days is themselves, mostly because the nearest competitor is light years away in the fashion e-commerce market. When this retail giant makes 20 percent of all the sales in one market, they really have raised the bar to a level most clothing companies can not come close to achieving. Kate Hudson’s Fabletics is not your average clothing company, this manufacturer of women’s workout apparel is poised to pull in over $250 million in sales of high-quality active-wear in a little under three years and counting.
To see what is making so many women falling over themselves to get their hands on this athleisure brand, we first have to take a drive to the local Fabletics store in one of many malls across the country. This is not the type of clothing shopping experience many women are used to. Take a look at what Hudson says are the keys to the success of the brand, reverse showrooming and membership perks. There are women all over this store trying on everything from leggings, yoga pants, to tank tops. There are women taking the lifestyle quiz to help enhance their membership plan. We even see women walking around window-shopping without any pressure from the Fabletics sales associates to make a purchase. It might sound unconventional, but it is working on a much larger-scale.
So here is how Kate Hudson’s Fabletics has become such a dominant force lately in this very competitive fashion e-commerce market, it is all about what is going on at the Fabletics online store. When you are shopping in the busy retail shop at the mall, each piece of women’s active-wear that you try on is being uploaded to your online profile. That means that when these women have some time out of their busy day, they can simply pick up and continue shopping exactly where they left off. That added convenience is only part of the perks of shopping at Kate Hudson’s Fabletics.
Other member perks include your own shopping assistant, discounts on all the active-wear in the store or online, and even free shipping for those orders. This is definitely not your average shopping experience, these women love the fact their personal shopper scans quiz answers and chooses a new piece for them to consider once a month. This is a completely different way to be pampered, and Kate Hudson’s Fabletics knows how to do that very well.