There are not too many retail or e-commerce sites that would try to topple Amazon from any niche, but it appears that Kate Hudson’s Fabletics didn’t get the memo and they are tearing through this niche with record numbers. Despite Amazon commanding over 20 percent of the fashion sales online, Kate Hudson’s Fabletics took in over $250 million in sales in three years and the numbers tell a story of a company on the rise. With that big of a bite out of the Amazon pie, more people are paying closer attention to this little company that has exploded in growth so fast.
Hudson spoke about her athleisure brand and why her sales have surprised critics who didn’t give her company much of a chance in this crowded and competitive space. Hudson says reverse-showrooming and a unique membership program are the keys to the success of Fabletics, and it is quite a different approach to selling women’s apparel. When shoppers first enter the retail Fabletics stores in the mall, they can sign-up for a membership and take the Lifestyle Quiz tight there. This allows them to try on workout apparel and active-wear in the store and allow it to be saved to their online profiles. That is just the spark that ignites monstrous sales.
Whether these women are shopping in a hurry or just looking to see what this athleisure brand looks like, they are able to shop at home online in a more relaxed setting later that day. What happens, and the key to reverse-showrooming, is these consumers now know what items fit perfectly, so they fall in love online with new releases and arrivals they simply must have. Unlike shopping at Amazon, these women now know what items fit and how they look in those pieces. Women tend to buy even more when they know they won’t have to keep returning items that do not fit.
As a member of Kate Hudson’s Fabletics, customers are given access to lower tier pricing, a personal shopping assistant, and free shipping on all orders. The personal shopper will select an item each month based on quiz answers or shopping profile, and simply place it in the shopping car for the shopper to consider. No pressure at Kate Hudson’s Fabletics, accept, reject, or shop another day, there is nothing that ever shops to the customer without full permission. At this rate, Hudson’s Fabletics could be the next big thing in women’s workout fashion and active-wear.