When it comes to dominating in the fashion e-commerce market, Amazon has been sitting far ahead of the competition for many years. Despite there being thousands of clothing retailers all scratching and clawing their way around in this crowded niche, Amazon is comfortably selling 20 percent of all the apparel year after year. Things appear to be changing for Amazon if Kate Hudson’s Fabletics has anything to do with it. In the previous three years, Kate Hudson’s Fabletics sold $250 million of their women’s active-wear line to loyal customers.
To find out why this athleisure brand has really separated themselves from the pack, Hudson will gladly tell you the answer. When asked bout what are the keys to the success of this workout clothing line, Hudson responds reverse showrooming and membership benefits. To see them as they occur, you need to first go down to the mall and visit any Fabletics retail shop. The stores are usually packed with women who are trying on all the active-wear, window-shopping for all the latest in workout gear, and even sitting down to fill out the lifestyle quiz.
In order to be a serious contender in this fashion e-commerce market, you need to be dominating online too. That is exactly what Kate Hudson’s Fabletics is doing. If you are inside their stores in the mall, and you try on any of the clothing, those pieces of workout apparel get uploaded right to you member account. The reason this is so important. it allows these women to continue shopping online when it is convenient for them. Since they already have the items in the cart and they know they fit, they begin surfing the larger online inventory at Kate Hudson’s Fabletics for all the latest styles and colors to show off when they hit the gym next week.
Hudson’s Fabletics keeps on rewarding its loyal customers, from free shipping for any online order, discounts on the workout apparel both online and in the mall, and even your own shopping assistant. Your assistant looks at your lifestyle quiz, picks a piece they think you may like, and once a month you decide if you like the piece or not. This is a unique shopping experience that has really put Amazon at a disadvantage. Amazon charges a hefty membership fee each year and rewards customers with discounted shipping, where Kate Hudson’s Fabletics keeps piling on the benefits.