To answer concerns of any company being able to take Amazon off the top perch, you have to first see exactly how far up Amazon is from the rest of the competition. When you get a clear picture that thousands of clothing companies are fighting for the same dollar, and Amazon is getting 20 percent of all the sales, you then see how hard it can be to even get in the same ballpark as the leading retailer in the world. That being said, Kate Hudson’s Fabletics doesn’t seem to be taking the conventional route, and is closing that gap by bringing in $250 million in sales of women’s active-wear in a little under three years.
To hear Hudson talk about the success of her athleisure brand, she surprisingly does not give credit to the high-quality or low prices of her workout apparel. To hear it from Hudson, it all comes down to the membership perks and her spin on the reverse showrooming sales process. Look more closely to the way things are taking place down at the Fabletics store inside the mall. There you see women buying clothing, taking the lifestyle quiz, trying on all the newest releases, and even window-shopping.
That is not where you see the huge jump in sales however, it all comes down to what happens when you see the way these women shop when they are at the e-commerce store. This is where you see the beginning of those membership perks kick in. So since you tried on that apparel at the mall, those pieces of apparel get uploaded to your online profile. The Kate Hudson’s Fabletics website has a larger inventory, so women who now know the sizes they need, simply start buying up more and more of the apparel than they would have if they were shopping at a different retail store like Amazon or even eBay.
Membership perks at Kate Hudson’s Fabletics don’t stop there, you still have discounted workout apparel pricing, free shipping, and even help from a personal shopping assistant. The name of the game at Kate Hudson’s Fabletics is pampering, and you as the customer get to enjoy all those perks without having to pay like at Amazon for their membership benefits. Amazon could be in for a real race in the coming months as this company is starting to reach a global audience of eager female shoppers now.