Amazon is the biggest online in the apparel e-commerce world today, and with thousands fighting for that top spot, to own 20 percent of all sales in this space is a huge accomplishment in itself. While the competition may come and go, one company appears to have their sights on more that catching Amazon, they want to pass them and separate themselves from the crowd. Kate Hudson’s Fabletics is that company, and when you can dominate in a space as competitive as this and bring in $250 million in sales, you are really saying something.
Hudson commented on how her company has been able to sustain such huge numbers, and she responds that it has to do with reverse showrooming and her membership package. These aren’t new techniques in this niche by any stretch of the imagination, but Hudson has found a way to make them work. Looking at the way things pan out at her retail stores in the mall, here you find women who are enhancing their memberships by taking a Lifestyle Quiz, browsing all the latest piece of workout apparel to hit the racks, and try on anything and everything they like, many times without buying a single piece.
How can this company sustain these numbers if shoppers aren’t buying in the retail setting?
This athleisure brand sells itself online, and here is how. Hudson says when shoppers try on the active-wear in the stores at their local mall, those items get transferred to the online store. Now if a woman returns to the e-commerce site, they see all the items that they tried on and loved waiting for them. This eliminates that question about sizing, so customers are free to look over the larger online inventory and add even more pairs of colorful yoga pants, new active-wear releases, or the most popular pieces of workout apparel.
Kate Hudson’s Fabletics is pampering her customers, and with free online shipping, discounted leggings and yoga pants prices, and even the assistance of a personal Fabletics shopper, the buying comes easy for these women. In just a few short years it appears this company has stumbled on a formula that really resonates with their shoppers. The entire success of the company is in how they turn average shoppers into loyal customers who continue to return month after month to see what items the shopping assistant has chosen for them to wear this month.