Is Kate Hudson’s Fabletics Really Taking On Amazon?
Amazon has not had any real competition in the women’s clothing market in some time. To show how dominant Amazon has been in the fashion e-commerce market, we only need to look at the fact that they are taking in about 20 percent of all the sales in this extremely competitive market. That leaves thousand of clothing companies all fighting for the remaining dollars, so small pieces have to go around to all. Kate Hudson’s Fabletics is not content on scratching and clawing for scraps, they have been making waves of their own. In under three years, Kate Hudson’s Fabletics has sold $250 million of women’s active-wear and workout clothing.
When Hudson gets to talking about her athleisure brand, the credit always seems to go to the sales technique known as reverse showrooming and her vast membership perks. To be able to get a better understanding of how these two work side by side, we need to first visit the Fabletics stores in local malls. These women are doing more than buying yoga pants, tank tops, or leggings, it is a shopping experience. These customers are taking the Fabletics lifestyle quiz, applying for membership, window-shopping, and trying on all the active-wear in the stores.
The real secret to the success of this workout apparel company happens online. Visiting the Fabletics e-commerce store, you see something quite unique happening. Since you were already shopping in the mall, those items you tried on were instantly uploaded to your member account. What these women are doing online since they already know the active-wear fit is simply stuffing their shopping carts with as much clothing as they can. In this highly competitive fashion e-commerce market, this gives Kate Hudson’s Fabletics an advantage that few can compete with, and the increase in sales each year is a clear indication they have found a winning formula.
The perks of being a Kate Hudson‘s Fabletics member also include help from a personal shopper, discounts on workout clothing, and free shipping for the online orders. This is a shopping experience many customers fall in love with and go on to become loyal Fabletics customers for the long haul. While Amazon is charging their members up to $80 to get discounted shipping for one year, Hudson’s Fabletics is piling on the free benefits just because these shoppers are loyal to the brand and spending their money in record amounts.