Amazon has been leading the way when it comes to e-commerce apparel, and they usually don’t give a second thought to when another fashion website tries to take a share of their pie. When Kate Hudson’s Fabletics appeared on the scene, Amazon didn’t have anything to really worry about, but after $250 million in sales of her athleisure brand in three short years, Amazon is taking notice. That is a huge amount of money for a company to make in the shadow of Amazon, and Fabletics doesn’t appear to be losing any momentum.
When Hudson was asked how her company has been able to grow so rapidly in such a short amount of time, she credits the success to the two component that make up the foundation of her business. Hudson says her membership program is unlike any other in the e-commerce apparel niche, that coupled with the reverse-showrooming process is something that has really struck a chord with her customers. Here is how it works in real-time, beginning at one of the Fabletics retail stores in the mall.
A potential customer walks into the Fabletics store and can sign-up right there for a free membership, then take a Lifestyle Quiz to further enhance the membership. The sales associates at Fabletics are not pressuring women to buy, in fact, they encourage shoppers to window shop or try on as many items as they like. Each item is added to the online profile for the shopper to consider at a later time. These shoppers will usually leave the store without buying anything, and that appears to be the secret to Kate Hudson’s Fabletics success.
Now shoppers get home and when they are relaxed and in the shopping mood, they head to the Fabletics website and all those items they tried on in the store are right there in the customer profile. This is a huge contrast to buying at Amazon and not knowing if the items will fit or not. Each item tried on in the retail store that fit perfectly can be ordered, or they can shop around for similar items that come in the same sizes. This means that when they choose these pieces of workout apparel, they know it is going to fit exactly like it did in the store.
Kate Hudson’s Fabletics has changed the way that women shop for high-quality active-wear and it appears to be something that is growing in popularity around the country.