To compare any clothing retailer to Amazon is definitely a huge compliment. Amazon has dominated the online clothing space for many years, and despite the huge number of competitors in this tight space fighting for every dollar, Amazon still commands over 20 percent of all the apparel sales online. That being said, Kate Hudson’s Fabletics has been making enormous strides to try and catch and pass Amazon. In the last three years, Kate Hudson’s Fabletics has already sold in excess of $250 million in active-wear sales, and this year they are growing at a record pace.
When Hudson talks about her athleisure brand, she credits the success of the company to the high-quality of the merchandise, the perks of her membership program, and a unique sales process known as reverse showrooming. Looking at how these components all come into play, we have to take a look at the sales process inside the Fabletics stores in the local malls. The atmosphere is relaxed, as shoppers are trying clothing on, window-shopping, even taking the Lifestyle Quiz, with zero pressure from sales associates. Many of these customers leave the store without buying, and that is just fine by Hudson because she knows this is only the first part of the sales process.
Having tried on the clothing at the mall stores, one of the perks of the Fablectics membership is those pieces of active-wear or workout apparel are uploaded to the online profile of these shoppers. So when these customers have more time or want to shop from home, they log into their Fabletics account online and all those items they were wearing inside the store are available for further consideration. So what happens is now that the guessing about sizing is eliminated from the buying equation, these women start filling up their shopping carts online with even more than they would have bought at a site like Amazon or eBay.
Membership to Kate Hudson’s Fabletics includes free shipping for those online orders, a personal shopping assistant, and even deeply-discounted pricing on yoga pants, tank tops, and leggings. Those quiz answers are used by the shopping assistant to pick an item each month for shopper consideration, just part of the overall shopping experience at Kate Hudson’s Fabletics. Amazon may not be at the top for long if these sales numbers keep escalating at such an incredible rate, and it appears that just might be the case.