Amazon has been sitting at the top spot in the online apparel market for many years, so long in fact that as of today there are thousands of clothing retailers all fighting for whatever Amazon is not scooping up. Look at the numbers, Amazon has 20 percent of all the sales in the online apparel space, pretty impressive for one company to dominate so heavily. Now don’t take your eyes off of Kate Hudson’s Fabletics, having already pulled in over $250 million in sales in only a few years they have become a real force in this space.
To get a better understanding how one company can make so much in sales of their athleisure brand in a niche where you are fighting the biggest retailer of clothing, we simply need to ask Hudson herself about the keys to her success. Surprisingly, she credits the company growth to reverse showrooming and her rewarding membership plan. What these means for customers is something unlike any other shopping experience that they undertake online. To understand the success in real terms, we need to first look at exactly what is going on inside the Fabletics stores in the local mall. This is not your average shopping experience by any stretch of the imagination.
Inside the stores at the mall, Fabletics customers are trying on everything they can get their hands on, taking the lifestyle quiz, and checking out all the newest releases of women’s’ workout apparel. With no pressure to buy from any sales associates, these women visit the store often to try on yoga pants, leggings, or the latest in tank tops. Where the explosion in sales takes place is online however, and the reverse showrooming sales technique has a lot to do with it. All the pieces of workout apparel worn at the mall stores is uploaded to the members online account, and now they can continue shopping where they left off at their convenience.
The membership perks at Kate Hudson’s Fabletics do not end there. Included with this ease of shopping online is free shipping, discounted pricing, and the help of a personal shopping assistant. Your assistant looks at your quiz answers, picks something they think you will adore, then drops it in your cart once a month. This pampering is what Kate Hudson’s Fabletics is hoping will eventually topple Amazon from the top spot they have been enjoying for all this time.