Everyone wants to be the next Amazon, but few clothing companies have what it takes to be a dominant force in the fashion e-commerce market. Looking at the number of sales that Amazon generates in a year, it is clear to that 20 percent of all the sales in this space is something any other clothing company would love to be doing. Kate Hudson’s Fabletics might just be that company to take on the retail giant and dominate this market sooner than any had expected. In only a few years, Kate Hudson’s Fabletics jumped into the middle of the mix selling $250 million of their unique women’s workout apparel.
This success is not something that is short-lived, you only need to speak to the boss herself. Hudson will say that the climb to the top of the clothing market was unique combination of reverse showrooming and membership rewards. This athleisure brand has women excited in this niche, just visit the Fabletics stores at any local mall. These shoppers are trying on all the workout apparel, they are taking a lifestyle quiz, and they are window-shopping without any pressure from the store workers either.
Is that all it takes for any clothing company in this space to rule the fashion e-commerce market? Watch what happens after a customer at the retail store tries on a tank top or pair of yoga pants. The item is uploaded immediately to the member’s online Fabletics account. What this does is a few things, helps the customer to be able to continue shopping later at their convenience, and it also eliminates any question about the active-wear fitting. These customers are then able to just surf the huge online inventory and pack even more pieces of workout apparel into their carts.
The explosion in popularity at Kate Hudson’s Fabletics is definitely in relation to their membership perks. These women can not resist free shipping for all online orders, discounts on all the workout clothing in the mall stores, and the assistance of a personals shopping assistant. That assistant is looking over the lifestyle quiz to be able to choose a piece of active-wear once a month for member consideration. This is not about Kate Hudson’s Fabletics wanting to be the next Amazon, it is about becoming the face of an industry that is desperately looking to be treated like valued customers for all their years of dedicated patronage.