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.