In order for any company to be in the position to take Amazon down, they have to be making as much or more sales than the leader in the online clothing world. Amazon is currently making 20 percent of all the clothing sales online, and they do not appear to be willingly giving any other clothing companies a chance at the top spot. Kate Hudson’s Fabletics is not used to playing by anyone’s rules but their own, and have steadily been making a charge for the top spot. In the last few years, this clothing company has sold over $250 million in workout apparel and active-wear for women.
Take a close look at this athleisure brand, you are going to discover that it is more than just high-quality and low prices. Here we have a company, according to Hudson herself, that has been exploding on the scene thanks in part to her membership plan and a sales technique known as reverse showrooming. Look inside the mall at the Fabletics retail stores, there you will find women taking part in a shopping experience completely unique to any other. These women are taking the Fabletics lifestyle quiz, browsing the newest releases in workout apparel, and trying on everything that they can get their hands on.
Now take a look at what is happening with the Fabletics e-commerce site. The clothing these women tried on in the mall is uploaded to the online account, so now you can shop at home or on any mobile device more easily. Since you already tried the clothing on and see how it fits, you shop without reservation at the website. That is exactly what is happening too, as customers are shopping the vast online inventory and stuffing their carts with as many items as they can find.
The membership at Kate Hudson’s Fabletics includes a personal shopping assistant, free shipping for online orders, as well as deep-discounts on all workout apparel. Your shopping assistant is going to look over your lifestyle quiz answers and decide each month on a new piece you may be interested in buying. As you can see, the shopping experience at Kate Hudson’s Fabletics is all about pampering the customer, and it appears to be working if you base the success on those incredible sales figures. Amazon may in fact have their hands full if the numbers continue to grow at this rate.