If you happen to be in the same niche as Amazon, it can be very easy for them to get so far ahead in sales that you don’t even see them as your nearest competition any more. This is especially true in the online clothing niche, where Amazon is sitting on top of the mountain raking in 20 percent of all the total sales throughout that market. Kate Hudson’s Fabletics doesn’t seem to be phased by those big numbers and is in fact trying to close the gap and not let Amazon too far out of sight. Looking at Fabletics sales numbers, $250 million in sales of women’s workout apparel is certainly something hat should close that distance.
Hudson talks freely about the total success of her athleisure brand, saying that the credit goes to the rewards of her membership program and the sales technique she utilizes known as reverse showrooming. These are not new by any stretch of the imagination, but somehow they are the perfect blend when it comes to selling women’s active-wear. Take a closer look inside the Fabletics store at the local mall. he women inside this store don’t feel pressure from the sales associates to buy merchandise, so they are trying on all the workout apparel they like and taking the lifestyle quiz to boost their membership perks.
The real success of the brand takes place when the same female shoppers visit the Fabletics e-commerce store. Since these same women have already been wearing the merchandise in the store, it is immediately uploaded to their online account for future consideration. Now when these women have more time to shop the larger online inventory, the clothing they know that fits them perfectly is already in their shopping cart so they can literally pick up exactly where they left off inside the mall. This means no worry about sizing and only filling up the cart with the latest in active-wear.
The rewards of being a Kate Hudson’s Fabletics member do not end there, in fact, these same loyal shoppers are getting free shipping on all orders, discounted clothing prices, and a shopping assistant. Your shopping assistant will use your quiz answers as a guide for picking one new piece f workout apparel each month and place in the customer’s shopping cart. If Amazon isn’t concerned about Kate Hudson’s Fabletics being in second place, how will they respond when this company takes over the top spot then?