In order to beat Amazon in the online apparel market, you need to try and chip away at the 20 percent of the sales they are making each year in this highly competitive market. While most of the competition is happy working in the shadows of Amazon, Kate Hudson’s Fabletics is trying to bridge that gap while scoring over $250 million in sales. If the numbers are any indication of what may be happening on the horizon, we may have a new number one in the apparel sales market in the very near future.
When we hear Hudson talking about her athleisure brand, it always seems to come down to a couple of key factors that points to the success of the company. On the one hand we have the sales process that is known as reverse showrooming, and on the other it is the incredible membership perks at Fabletics. For those who need to see visual proof, we stroll over to the Fabletics stores at the mall, and observe the way these women are shopping. This is not your ordinary shopping experience, we have women trying on just about all the workout apparel, taking the Lifestyle Quiz for membership benefit enhancements, and just window-shopping without a concern in the world. This no=pressure sales approach seems to have struck a chord with the ladies.
As fun and exciting as it may be to shop in the retail stores at the mall, the real money is being made at the Fabletics e-commerce sites. Going back to the mall, if you have a Fabletics membership, everything you try on will show up now on your online profile. This is why so many women leave the store without buying. When they eventually make it to the online store, they know what size of what styles flatters their frame, so they can shop the vast online inventory without any concerns. These women who would normally spend a few dollars to try one piece at Amazon, now are buying shopping carts full of merchandise they know already fits.
Membership perks at Fabletics do not end there, these female shoppers are getting free shipping on all those online purchases of leggings, tank tops, and yoga pants. Membership also entitles these shoppers to discounted pricing on apparel and even the help of their very own Fabletics shopping assistant. The assistant uses your quiz answers to help them decide on one piece each month they thing the customer will love.