The fight for the top spot in the fashion e-commerce market may have gotten a little more closer than Amazon had hope. Amazon has been sitting comfortably at the top of this niche for years, selling 20 percent of all the apparel in this market despite thousands of competitors trying to grab that spot away from them. Although it was crowded at the bottom, Kate Hudson’s Fabletics has discovered a way to break from the crowd and begin the march towards that top spot. In just under three years, Kate Hudson’s Fabletics has already sold $250 million in women’s active-wear.
When Hudson was asked to discuss how her athleisure brand was able to grow so quickly, her response is all about reverse showrooming and her various membership perks for her loyal customers. In order to see these simple yet effective sales components working in real-time, you need to start your journey down at the Fabletics stores in the local mall. Inside these retails shops, you see women lining up to try on all the latest in yoga pants, there are women buying all the leggings off the racks, and even some taking the Fabletics lifestyle quiz.
The key to making their mark in this crazy fashion e-commerce market has to do with how online sales are gathered. Since the members are already shopping and trying on everything in the retail stores, those items they try on get uploaded to the online store. If these women visit the e-commerce site, they discover all the pieces of workout apparel that they know fit them is waiting for them to consider. These women will either continue where they left off and shop the larger online inventory, or checkout from the online cart when they have the time.
The benefits of Kate Hudson’s Fabletics membership also include your own personal shopping assistant, free shipping for all online purchases, and some serious discounts on all the workout clothing both in the stores and online. The personal shopper looks at your lifestyle quiz answers and picks one item each month that you may want to consider adding to your wardrobe. These perks are all about pampering the customer to the point that they come back time and time again to keep shopping for the latest in active-wear. Amazon may be noticing that Kate Hudson’s Fabletics is in fact getting closer to that top spot each year now.