The fact that Amazon has been a dominant force for many years in the fashion e-commerce market is no understatement. Looking at how dominant they have been, you can see that they are pulling down a staggering 20 percent of all apparel sales in a niche with thousands of clothing sellers all fighting for that same customer. Now add into the mix Kate Hudson’s Fabletics, they have been soaring to the top of this market over the last three years, taking in $250 million is sales of women’s active-wear in that same crowded market.
The secret to how this athleisure brand has been able to soar so high in just a few years all comes down to a few sales tactics. Hudson says you can credit the success to her diverse membership package, and the sales technique she employs that is called reverse showrooming. If you want to see the two in action, all you have to do is to start your quest by driving to the mall and stopping in the Fabletics retail store first. What you see here is not your average clothing store, in this store there are women trying on all the active-wear, taking lifestyle quizzes, and basically just browsing all the racks without any pressure from sales associates.
Where the whole thing comes together for Kate Hudson’s Fabletics is online. Since these customers have been trying on the clothing in the mall, each piece of workout apparel is then uploaded to the member’s shopping cart online. This is how you dominate the fashion e-commerce market, by making it easier for the customer to purchase items from a larger online inventory. When you eliminate the concern of sizes, what you see if more women stuffing the shopping carts with impulse items like leggings, yoga pants, and tank tops.
The membership plan at Kate Hudson’s Fabletics also includes discounted clothing pricing, free shipping, and your own shopping assistant. Your quiz answer allow your assistant to pick a piece of active-wear each month to add to your cart. This is not your average shopping experience by any stretch of the imagination. These shoppers are falling in love with the clothing and the sales process, and going from surfing the web to loyal customers in the blink of an eye. Kate Hudson’s Fabletics is putting pressure on Amazon, the likes they have not seen recently or were ready for.
Amazon has been comfortably at the top of the fashion niche for many years, and commanding 29% of that market means that they are usually not afraid when another company selling active-wear threatens their dominance. Things appear to be changing this year, as Kate Hudson’s Fabletics has taken a huge chunk of sales from Amazon, passing the $250 million mark in sales in only three short years. If Amazon is not concerned yet, they should be getting worried very shortly.
Hudson was asked how her athleisure brand has completely dominated the space that Amazon has been crushing all these years. Her response was that her company uses a unique combination of reverse-showrooming and memberships. To see this process in action, all you need to do is visit one of the Fabletics retail outlets in the mall. Women are actually encouraged to simply window shop, you will never see any of the Fabletics associates trying high-pressure sales tactics to close deals or meet quotas. Women simply come in the store, sign-up for a free membership, and even complete their Lifestyle Quiz to unlock even more member benefits.
Trying on the clothes in the stores at the mall is one of the keys to her success, says Hudson. Women try clothing on without pressure, the items are added to the online shopping cart, and when these women are relaxed at home and visit the Fabletics website, all those items are simply in their account for consideration. Now having tried on all those items already, it is so much easier to shop for similar styles or designs knowing they will fit perfectly. This process is in huge contrast to Amazon where you return the clothes over and over until you get something that fits correctly.
Kate Hudson’s Fabletics is taking the road less traveled, and her customers are returning over and over to buy high-quality workout apparel and more each month. As a member of the Fabletics, you are assigned a personal shopper who will look over your Lifestyle Quiz results and choose something new each month they thing you will adore. When you log into the website at the top of each month, you can agree to get that item your personal shopper has chosen, select another, or simply decline to buy anything. No pressure, huge selections, and high-quality active-wear are some of the reasons Kate Hudson’s Fabletics is poised to make rumblings in the fashion niche.
The items at Fabletics are already priced at an amount that is sure to save money, even with the membership fees and any other fees that may come with shipping. However, for people that are looking for ways to save even more money, Fabletics is always running promotions with the purpose of saving people more money. There are tons of coupons and promotional codes that people could look into so that they will be able to find the deals that will increase the amount of money they walk away from. After all, this is one of the most important aspects of fashion.
One of the reasons that it is important to be able to save money is that clothes do cost money. People often feel lost when it comes to clothing because they often see that the clothes that they truly admire tend to be out of their reach when it comes to prices. To make things worse, if they find any cheap alternatives, they are nowhere near as durable. Then there is the question of ethics for businesses that are involved in selling high fashion pieces for lower prices.
Fortunately, Fabletics is involved in ethical measures to provide fashion at lower prices for people that are looking to upgrade their wardrobe. They make sure that they have all of their designers and developers inside the house. Therefore, the workers are surely taken care of in the best way. The way that Fabletics helps people save money relies on membership, analytical data, and removing any unnecessary involvement. Then there are the promotions they regularly run. While some people may be overwhelmed and intimidated by these promotions, they are great ways to save money.
For those that are interested in the promotions run by Fabletics, it is important to act fast and make sure that they take advantage of the products that are on sale during the promotion. For one thing, these sales and promotions go fast. Supplies often run out quickly during promotions. This is why it is important to connect with Fabletics so that one can be notified of the next promotions.