When Amazon hears that another competitor is going to wrestle them away from the top spot, they usually don’t worry because of their complete dominance in the fashion e-commerce market. Looking at the sales alone, they rake in around 20 percent of all the sales in this space despite having to fight thousands of other clothing retailers who all want that same customer. One company is not going to simply sit back and let Amazon have their was, as Kate Hudson’s Fabletics makes the climb towards the top in this industry. In only three years, Amazon has sold nearly $250 million of their workout apparel for women, setting the stage to perhaps catch Amazon.
Many people have tried to copy the success of this athleisure brand, but are still struggling to get out of the starting blocks. When you ask Hudson to give her analysis as to why her company has seen this success, she will credit her membership program and reverse showrooming as the catalysts for the explosive growth. In order to see these two in action, we need to go to the Fabletics stores at the local malls first. Here you will find women in the store buying things off the rack, taking the lifestyle quiz, window-shopping for all the latest active-wear, and trying on all the workout apparel that they can without pressure from sales associates.
What Kate Hudson’s Fabletics is doing in this fashion e-commerce market that differs from the rest, it all comes together at the online store. When these members try on the clothing at the mall store, it gets instantly uploaded to their online account, allowing them to continue their shopping when it is more convenient for them. This takes away that part of the buying process where you are waiting to see if the apparel fits before you buy more. Since you already know how it looks on your body, you go impulse shopping, and Kate Hudson’s Fabletics sees sales numbers explode.
Membership at Kate Hudson’s Fabletics unlocks other things too, like free shipping, discounted clothing prices, and your own personal shopper. Your shopper looks over your lifestyle quiz answers and picks a piece of active-wear at the top of the month for you to consider. This unique shopping experience is beginning to separate Kate Hudson’s Fabletics from the pack and bring them that much closer to catching the top seeded Amazon.