Amazon has been is such command of the online apparel market that they don’t have to exert too much effort wondering what their competition is doing these days. In the very competitive clothing niche, Amazon takes in 20 percent of the sales while all the other sellers have to fight for the remaining. One company that is not content on settling for those morsels any longer is Kate Hudson’s Fabletics, taking over $250 million in active-wear sales in three years and really giving Amazon reason to pause.
When asked how her company has been seeing such huge success, Hudson says her athleisure brand is more than high-quality and low pricing. She says that the company utilizes a combination of unique membership perks combined with a very convenient sales process known as reverse-showrooming. Let’s look to see how these components all work together and give these women the ultimate shopping experience possible. We start our journey at the Fabletics stores in your local mall. Here you find women of every age and size trying on all the latest in women’s workout apparel. These women might be taking the Fabletics Lifestyle Quiz or even window-shopping on the lunch breaks. Bottom line, you don’t have to buy anything at the mall in order for this company to grow its bottom line.
Now we journey online to the Fabletics e-commerce store to see where the real magic takes place. These women who already were shopping in the mall and trying on clothing get to see their membership benefits right out of the gate. The first thing that they will discover is all that clothing that looked great ion them at the mall has been transferred to their online accounts. Since they now know how the pants and tank tops fit, all they have to do now is to buy new arrivals, fun colors, and exciting styles. These shoppers don’t have to wait for one piece to arrive by mail before deciding, so they buy in abundance the first time.
Kate Hudson’s Fabletics rewards members with free shipping on those online orders, and they also get to enjoy discounts on the active-wear. One of the unique aspects of being part of the Fabletics membership is you get your own personal shopping assistant who picks one item each month based on your quiz answers and drops it in your online shopping cart for consideration. The pampering never ends, that is why Kate Hudson’s Fabletics is seeing such record numbers.
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