Clothing companies have been trying for years to try and make up ground on Amazon in the competitive fashion e-commerce market. The reason the gap is so large is because there are thousands fighting for the same apparel dollar, and Amazon is simply raking in 20 percent of the total sales in this industry. With that being said however, Kate Hudson’s Fabletics appears to be closing the gap year to year, and making a play for the spot that Amazon has comfortably enjoyed for years. In a little under three years, we see that Kate Hudson’s Fabletics has sold nearly $250 million in the same women’s clothing market Amazon is competing in.
Listening to Hudson talk about her athleisure brand, you might miss the secret to her success because it sounds so simple on the surface. She is not talking about high-quality or her celebrity status, Hudson is raving about how the reverse showrooming sales technique and her membership package works perfectly together. Take a look at the way customers are shopping at the Fabletics stores in the mall, they are not being pushed to buy anything from the sales associates. Shoppers are being encouraged to get their free membership, take the lifestyle quiz, and then try on everything they want inside the mall stores.
The competition is tough in this fashion e-commerce market, but it appears that Kate Hudson’s Fabletics is on to something that is working to drive those incredible sales numbers. When you are free to try anything on inside the stores at the mall, what is really happening is they are being instantly uploaded to your Fabletics online account. This means these women will eventually wind up hitting the Fabletics online store, and all those pieces they fell in love with at the store are waiting for them to buy in their online shopping cart already. The larger online inventory means these women can also fill up the cart with the latest releases in leggings and yoga pants too.
It is clear to see here that Kate Hudson‘s Fabletics is definitely marching to their own beat, and it is resonating with their customers in a positive way. Loyal customers are being rewarded with free shipping for online orders, huge discounts on the workout apparel, and help from a Fabletics shopping assistant. Amazon may have to take a closer look fast because that huge gap they enjoyed is being chewed up by Hudson’s Fabletics.