For another clothing retailer to give Amazon a scare, they would really have to be making some waves in this very competitive niche. Amazon has been sitting at the top of that niche for so long that they are bringing in 20 percent of all apparel sales online, and they haven’t had anyone come close to moving them off that perch. Kate Hudson’s Fabletics might be the company that pushes Amazon off the top of the mountain, having brought in over $250 million in sales of high-quality women’s active-wear in only three years.
Hudson says her athleisure brand is all about high-quality, reverse showrooming, and a membership plan that rewards her customers. To get a better understanding how women are raking up sales at this company, we need to begin the journey at the Fabletics stores in the local mall. This is where you find women who are buying workout apparel, trying on the active-wear, and enhancing their buying experience by taking the Fabletics Lifestyle Quiz. There is no pressure at the retail stores, in fact, women can try on anything and leave without buying any of her active-wear, and that is just fine by Hudson.
The reason the company is so successful has to do with how these same women eventually wind up at the e-commerce site to complete the shopping experience. Once they log into their accounts, these women discover that all the clothing that they tried on while in the Fabletics store has been moved over to their online account. Since they already know exactly how these pieces fit, they only have to focus on buying more items, and that is exactly what they are doing. Instead of buying a pair of yoga pants at the mall, these same customers go only and choose a half-dozen from the expanding inventory.
Kate Hudson’s Fabletics rewards their customers with discounted prices, free shipping for all orders that are placed online, and even provide the assistance of a personal shopper. The assistant chooses one item a month based on quiz answers or shopping history, and buyers can accept or reject the item without question. It appears that Kate Hudson’s Fabletics is not worried about the competition as they are blazing a trail of their own and breaking sales records along the way. It might not be too long before we discover Fabletics is being mentioned in the same breath as Amazon.