Amazon has been so far ahead in the e-commerce apparel market that they command 20 percent of the sales and the rest of the retailers are fighting for crumbs. Make no mistake about it, this is a highly competitive niche, and when one company has a fifth of all the sales, it can be a challenge to catch them. Don’t tell that to Kate Hudson’s Fabletics, who have been chipping away at that lead for years, and have managed to pass $250 million in sales in the process. Kate Hudson’s Fabletics is growing at a steady rate, and Amazon may not enjoy that huge cushion they have in years past.
Hudson was asked to discuss her athleisure brand and why women are so drawn to her company, the answer might surprise many. The basics of the success of Kate Hudson’s Fabletics comes down to a sales process known as reverse showrooming and her rewarding membership plan. To see these process in action, we only need to head to Kate Hudson’s Fabletics stores at the mall, where women are piling into the stores to get their free membership, take the Fabletics Lifestyle Quiz, do a little window-shopping, and try on as many pieces of active-wear and workout apparel as they like. Never are these customers pressured by sales associates, the atmosphere is fun and relaxing.
The success of the Fabletics company really moves into motion when you see what happens online. Every piece of workout apparel or active-wear that was tried on while in the mall will be automatically added to the e-commerce site. This means that when these consumers eventually have the time to shop online, all their choices are sitting there waiting for them. There is no guessing or hesitation about the sizes any longer, so these women go crazy and buy colors and style they are drawn to that may not have been available at the retail stores.
In addition to the shopping convenience of buying online, the Fabletics membership provides these women with free shipping for their online orders, discounted pricing on many of those active-wear pieces, and even the assistance of a Fabletics personal shopper. The secret to the ultimate success of this company comes down to the way women are treated when shopping. This pampering that goes on here at Fabletics has a direct impact on how well the sales of this company have exploded over the years.