Looking at the world of apparel sales online, it is hard to argue that Amazon has been the leader in this space for many years. To get a better understanding how dominant the lead they have, there are thousands fighting for sales in this space and Amazon has over 20 of those sales. While this may give any retailer reasons to rest, Kate Hudson’s Fabletics has been blazing a trail to the top and has the rest of this market concerned. In only three years, Kate Hudson’s Fabletics has commanded $250 million in sales of women’s workout apparel and active-wear. This time next year we could have a new leader on top of this competitive market.
To understand how this athleisure brand has grown in popularity, we ask Hudson to give the world a peek to her success. It comes down to reverse showrooming and a unique membership program that women are raving about. Looking at how the sales process plays out, we need to take a look inside the Fablectics stores at the local mall. Here you will find women grabbing their free Fabletics membership, trying on the latest in quality active-wear and workout apparel, as well as filling out the Lifestyle Quiz. The relaxed atmosphere at the retail store is the key to success, and many women will actually leave the store buying nothing.
Without the pressure to buy at the retail store, how can Kate Hudson’s Fabletics sustain those incredible sales numbers?
To see how sales are topping out at $250 million in workout apparel, we need to now look at the Fabletics e-commerce site. The key to all this working out is in the fact that these women have already tried on all the clothing at the mall, so when they go online, each piece that fit is sitting in the online profile. There is no more need to guess if these pieces of apparel will fit, so what happens is these women go and add new arrivals, discounted yoga pants, or colors they don’t have in their wardrobe.
Kate Hudson’s Fabletics rewards their customers in ways other retailers can not. Look at Amazon, you need to fork over $80 in order to become a member and get 2-day shipping. With Kate Hudson’s Fabletics, members are treated to discounted apparel prices, free shipping for all future online orders, and even the help of a personal shopping assistant.