In order to gain ground on Amazon, a company really has to be doing well. Amazon has been pulling in 20 percent of the apparel sales online for years, and that is huge considering this is one of the most popular markets online. That being said, Kate Hudson’s Fabletics has crashed the retail clothing party and has pulled in over $250 million in sales of high-quality women’s apparel and appears to be gaining ground on the giants in this niche.
Hudson talks about her athleisure brand as more than just high-quality workout apparel for women, it is a shopping experience for customers who are tired of the current online buying process. Look at how Amazon works, you buy an item of clothing and hope that it fits, otherwise you send it back over and over until it fits properly. Now look at the way women buy at Kate Hudson’s Fabletics. These women head to the online store and try on as many pieces of workout apparel they desire, they take a Lifestyle Quiz to enhance their membership, and they can window-shop with no pressure from Fabletics sales associates.
The secret to how Kate Hudson’s Fabletics is changing the overall shopping experience is a combination of a sales process known as reverse showrooming and her rewarding membership program. Women who are members and visited the store find those same items they tried on in the store waiting online for their consideration. Since the items in their cart are items they already wore, they know everything fits perfectly. This eliminates any doubts about how the items will look when they arrive, so these women fill up the shopping cart, buying several pieces more than they would have in another shopping setting.
When it comes to the Kate Hudson’s Fabletics membership program, her customers are rewarded with free shipping with online orders, discounted prices, as well as the assistance of a personal shopper. This shopping assistant chooses one item each month based on shopping preferences and the Lifestyle Quiz answers. This is just part of the reason that so many women are falling in love with this line of workout apparel and the entire shopping experience at Kate Hudson’s Fabletics as a whole. This is not your ordinary e-commerce experience, women are making it known that the pampering they receive at this company will go a long way in improving the company bottom line.