Amazon has raised the bar so high in the fashion e-commerce market that all the other thousand clothing retailers are left in their dust. To get a clear understanding as to why this is the case, Amazon takes in 20 percent of all the sales in a market where the other thousand are fighting over scraps. That may have been the case a few years back, but Kate Hudson’s Fabletics has emerged out of that pack and is making their charge to catch Amazon. In a little under three years, Kate Hudson’s Fabletics has already sold $250 million in ladies active-wear and workout apparel.
To be considered a leader in the apparel niche, you need to really stand out from the crowd. When Hudson is talking about the appeal of her athleisure brand, she doesn’t credit high-quality or her celebrity association, she says it comes down to membership perks and reverse showrooming. To see how these work at the stores, we take a closer look in the Fabletics stores at the local mall. There you find women shopping for the newest releases in active-wear, trying on all the workout apparel, and even taking the Fabletics lifestyle quiz.
To be able to catch Amazon is this very crowded fashion e-commerce market, Kate Hudson’s Fabletics is doing something quite unique for their customers. Each time you are wearing a piece of clothing in the mall, that piece gets moved to your online account for future consideration. This means that these shoppers don’t have to rush around at the mall to make a purchase, they can continue looking for the clothing they want at the larger online inventory and just keep surfing. Without worry about the clothing fitting any longer, these women will go impulse shopping and load up their carts with leggings, tank tops, or yoga pants.
That is not the only perks of membership at Kate Hudson’s Fabletics, these shoppers are getting help from their own personal shopping assistant, free shipping for online orders, and discounts on the workout apparel in the stores. This is a huge contrast in perks compared to Amazon, where you only get a shipping discount and have to kick up $80 for that Prime membership. Kate Hudson’s Fabletics is finally in that position to be able to not only take some of Amazon’s customers, but to turn online shoppers into loyal Fabletics customers for the long-term.