In order for any retailer to be dominating the fashion e-commerce market, they need to contend with the giant in that space first. Amazon has been at the top when it comes to selling apparel online, and to that point, the company has been raking in nearly 20 percent of all the sales in this competitive market each year. That being said, Kate Hudson’s Fabletics doesn’t focus on how far Amazon is ahead of the competition, they are focused on building a brand and growing at their own pace.
Looking at it from a numbers only perspective, Kate Hudson’s Fabletics has already sold $250 million of their athleisure brand.
Hudson loves to tell the story about how her company was able to break free from the pack and be in a position to be able to dominate the market that Amazon has ruled for so many years. Hudson says the reason her apparel line is so popular in the fashion e-commerce market has to do with reverse showrooming and member perks. Look at how shoppers are moving about in the Fabletics retail stores at the local malls, it is something you don’t normally see in a retail setting. Women are taking Lifestyle Quizzes, window-shopping, and trying on everything from leggings to yoga pants. There is never pressure from Fabletics sales associates that these shoppers need to buy either.
If no pressure to buy, how is it possible that the company made $250 in such a short amount of time?
The key to the growth of Kate Hudson’s Fabletics appears to be in how these women are shopping after they leave the store. Part of the perks with this company is that every piece of workout apparel worn in the stores is moved to that member’s online account. This gives these shoppers the chance to return and shop online when they have a less hectic schedule. Since these gals know exactly how the clothing fits, they can surf the online stores larger inventory and pick out fun colors to their hearts content.
The membership perks at Kate Hudson’s Fabletics don’t end there. Here are just some of the other benefits to shopping at this clothing retailer.
+ Free shipping for online orders.
+ Discounted prices on all workout apparel.
+ Help from a dedicated personal shopping assistant.
These are some of the reasons Hudson’s Fabletics is poised to take over this market if the others don’t change their selling practices.