If a clothing company is talking about taking down Amazon, it usually means that they are trying to break away from the pack and get some attention. Amazon doesn’t have too much to worry about in the fashion e-commerce market because they are comfortably raking in 20 percent of sales year after year. There is one clothing company making these claims that actually has the numbers to back up the talk. Kate Hudson’s Fabletics has been making some serious moves to catch Amazon, already making $250 million in sales of women’s active-wear in barely under three years.
The success of this athleisure brand comes from a few techniques that might surprise others in the same space. Hudson says that she credits these huge sales numbers to her reverse showrooming sales technique and the plentiful membership perks offered to all of her loyal Fabletics customers. We take a look inside the Fabletics store at the local mall to see how these two sales process have generated such incredible sales numbers. We see women shopping for active-wear inside the store without pressure from sales associates, trying on all the workout apparel and even taking a lifestyle quiz. It is quite the relaxed atmosphere to say the least.
Where Hudson’s Fabletics is breaking away from the rest of the retailers in the fashion e-commerce market occurs after these women try on the clothing at the retail store in the mall. Each piece of clothing that was tried on gets uploaded automatically to the member’s account online. What that does is make is easier for these loyal customers to continue shopping for workout clothing right where they left off because they no longer have to be concerned if the clothing is going to fit them.
The membership benefits rewarded to the Kate Hudson’s Fabletics customers also include discounted pricing on workout clothing in the stores, free shipping for online orders, and help from your assigned Fabletics personal shopper. Your shopping assistant reviews your quiz answers and will select a piece of active-wear each month for your consideration. This unique shopping experience at Kate Hudson’s Fabletics is allowing them to break free from the crowded pack and start to set their sights on Amazon. Since Amazon is only offering their members reduced shipping at a whopping cost of $80 a year, it could be time for a new retail giant to take over that top spot.