Amazon usually is not too concerned when it comes to their competition in the fashion e-commerce market. If you were to just look at all the thousands of competitors in this tight space, then realize Amazon is raking in 20 percent of all those sales, you will see why they usually do not get concerned when another company threatens to be the next big thing. Kate Hudson’s Fabletics is not too concerned about who they are passing or who is left in front of them, as they are crushing it in sales over the last three years. Amazon may have to be concerned when they realize that Kate Hudson’s Fabletics has already made $250 million in sales of women’s active-wear in that same space.
What is the secret formula for this athleisure brand? Hudson says that she can credit all the success of the brand to her membership perks and the sales technique known as reverse showrooming. These might not be new sales techniques, but Hudson has found a creative way to work them together to get maximum benefits as far as turning shoppers to loyal customers of her company. Looking a little closer at what is going on inside the Fabletics stores in the local malls, we see this is quite a unique shopping experience for women. The customers are taking a lifestyle quiz, trying on all the active-wear, even window shopping without pressure from Fabletics sales associates.
The reason that Kate Hudson’s Fabletics is making sales at a record pace in this fashion e-commerce market all comes down to what is happening at their e-commerce storefront. If you were to try something on in the mall store, as part of your membership, you see those items uploaded to your online account so you can basically continue shopping right where you stopped. That means if you are too busy and only have time to try things on at the mall, you can go online at your convenience and shop without worry if the clothing will fit.
The perks for being a member of Kate Hudson’s Fabletics include discounts on all your online purchases, free shipping for all your orders, and even help from your very own personal shopping assistant. The Kate Hudson’s Fabletics team is doing everything right to turn those Amazon shoppers into loyal Fabletics customers, and the sales numbers do not lie about where things are definitely heading.