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.