Amazon has been dominating in the online apparel space for years, and their competition is so far behind that they are left to fight for the crumbs left behind. Amazon is pulling in 20 percent of the sales in the clothing market online, without too much concern about how much the rest of those competitors have to fight over. Kate Hudson’s Fabletics has been blowing past those competitors and taking most of the profits as well as they have Amazon within reach. In three years we see Kate Hudson’s Fabletics has taken in $250 million in sales of high-quality active-wear.
Hudson talks about her athleisure brand as more than just high-quality pieces of active-wear but as a shopping experience. Women are responding to the unique membership plan and the reverse showrooming sales process in record numbers. Take a close look at how these women are shopping at the retail store in the mall, filling out the Fabletics Lifestyle Quiz, buying all the latest in workout apparel, and trying on piece after piece without any pressure from the sales associates in the store. This is a relaxed experience that is changing the way shoppers buy active-wear.
The real power in this sales process doesn’t occur however until the women are shopping online. Since they have a Fabletics membership, all that clothing they tried on at the retail store in the mall simply gets transferred to the online profile page. Now these women already know how the pieces fit in the store, so all that is left for them to do is to buy as many colors, styles, and new arrivals they like. There is no more guesswork, so the ease in which they can order really does strike a chord with buyers. Instead of buying a single piece like they would at Amazon to try on, these women are buying clothes by the dozens.
Kate Hudson’s Fabletics is changing the way women shop for active-wear, and as part of the reward for being a member to the company, these customers get free shipping, discounted clothing prices, and even the assistance of their very own personal shopper. The shopper uses the quiz answers to choose a new item each month they think that customer will absolutely adore. Amazon may have enjoyed that top spot for many years, but Kate Hudson’s Fabletics has a chance to turn more Amazon shoppers to Fabletics loyal customers this year.