One of the things about being at the top of your industry is that everyone is gunning for you. The problem that Amazon has is that since they command a staggering 20 percent of the e-commerce apparel market, they are not too frightened or concerned when a new fashion apparel company comes along. Amazon may want to reconsider that position when it comes to Kate Hudson’s Fabletics, because in just three short years Hudson’s company has sold over $250 million in active-wear sales.
Hudson credits the success of her athleisure brand to her membership platform and reverse showrooming. To see the sales process in action, and to see the huge contrast in the way the process works compared to Amazon, we begin with shopping at the Fabletics stores in the local mall. Here, women are encouraged to window-shop and try on anything they like without the high pressure of a sales associate trying to make commissions or sales. In this relaxed atmosphere, women sign-up for the free Fabletics membership and even take the Lifestyle Quiz while there.
Now here is where all the components come together. Women who were too busy to buy at the retail store are now home comfortably shopping the Fabletics website, and there they see all the items that they tried on while shopping at the store in the mall. The membership allows women to now enjoy discounted pricing and free shipping on those items. These women will shop around and see all the new arrivals and releases they would look great in based on the size they know fits them best. Most women feel so at ease they wind up buying more than they were even considering.
Part of the benefits from taking the Lifestyle Quiz is members get a personal shopper who will look over purchases and buying habits and add an item each month into the shopping cart where the customer can cancel, buy, or shop for alternative items. Kate Hudson’s Fabletics has struck a chord with women who are tired of buying from sites like Amazon where they have to keep returning items that do not fit correctly. Hudson says her sales have been growing in part to the simplicity in ordering process and stellar customer support. Women looking for modern active-wear at low prices are lining up around the block to get to the stores at the mall and enjoy all these shopping benefits.