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.
Amazon is one of the largest e-commerce retailers in the industry. One of the areas that Amazon is very successful in is fashion. It is in fact successful in 20% of the e-commerce fashion market. However, it is starting to get a rival in the industry. The rival is Fabletics, the e-commerce fashion retailer. One of the ways it is taking on Amazon in the fashion market is that it is a subscription service that offers its customers a free outfit every month based on the clothes that they buy from the company. These clothes are sold at a low price because of the way it is created and sold.
Since Fabletics is both a designer and a seller, this gives it more room to bring forth exciting and unique designs. It also cuts down on the cost of the company because there is no distributor or third party. In other words, they are selling their own clothing. They are not selling clothing from another company. This not only allows customers to buy more items within their budget, but also allows them to choose from more unique pieces. Therefore, they could more easily find something that will make them feel good about themselves and unique as well.
Another thing about Fabletics is that the company is always looking for gaps in the market to fill. For one thing, it is important for a fashion company to serve as many customers as possible. There are many different styles and tastes. Also, there are people of a multitude of sizes that go beyond the average limit that is in clothing stores. Fabletics has seen this gap and has decided to make Fabletics an all inclusive brand. Now, people who are larger can enjoy some of the same styles that Fabletics offers to people.
This is more than enough to rival Amazon. Amazon is definitely going to have to increase the amount of hustle it puts into the fashion industry. Fabletics is bringing everything it has to the industry. However, it not only wants to keep up with the trends, but it also wants to influence the trends in the world. It is also looking for ways it could leave an impact on the market. It has started as supplying women with clothing, but has eventually expanded to include clothing for men. Fabletics is a brand that is making sure it has something to offer for everyone.