If you were to say that a few years ago a new apparel company could topple Amazon from the top spot, no one would really give you a second thought. Amazon is in competition with thousand of other apparel companies in a very competitive niche, but they bring in 20 percent of all sales year after year. Today there appears to be one high-quality active-wear company that is poised to catch and pass Amazon, and Kate Hudson’s Fabletics is not just a one-hit wonder, they have sold $250 million in sales in the same space as Amazon over three years.
Hudson speaks about her athleisure brand in a different way than you might suspect, crediting the success to the membership package combined with the sales process known as reverse showrooming. Lets look at how this translates in the real world, as we first need to head over to the Fabletics stores in the local mall. Women shop here much differently than they do at the other clothing stores. Here they try on all the clothing they like with no sales pressure, they take the Fabletics Lifestyle Quiz, and they are free to window shop all they like. This relaxed atmosphere connects with these customers in a very specific way.
The real numbers don’t begin to show until these same customers decide they want to shop at the e-commerce store. Now when these women go to the Fabletics website, all the merchandise that fit in the store is now sitting waiting for them online. Now online the inventory is much bigger, so since they already know what sizes fit, these customers start picking pieces of active-wear that they like based on colors, styles, and even the latest arrivals to the store. With no concern if the merchandise will fit, the buyers grab more pieces of high-quality workout apparel than they would have at sites like eBay or Amazon where size concerns slow down the sales process.
Kate Hudson’s Fabletics is about to change the way women shop, and knowing they have busy schedules and concerns about how apparel fits, this formula seems to be the perfect solution. These women can shop once in the Fabletics retail store and then return online over and over to just keep buying. Membership also rewards these women with free online shipping, discounts on active-wear, and even a personal assistant who selects a piece of apparel each month for these women based on quiz answers.