To be able to close the ground on Amazon in the realm of women’s apparel, you had better be selling in the millions of dollars. Amazon is selling 20 percent of clothing in a very competitive niche, so the closest competitor will need to really have some impressive numbers. That being said, we find that Kate Hudson’s Fabletics has been making up that ground quickly on Amazon. To that point, we only need to look at the fact that Kate Hudson’s Fabletics has sold $250 million in women’s workout apparel in less than three years to close ground on Amazon.
To hear it from Hudson, she will tell anyone that the success of the company is a blending of reverse showrooming and membership rewards. This athleisure brand is more than high-quality, it is a unique shopping experience that is allowing women to really feel like they are valued customers. Take a look at the way women are shopping at the mall and you will get a feel for why this company has been exploding onto the scene in such a short time. The Fabletics stores at the mall are a shopping experience, no pressure from sales associates, huge variety of clothing women can try on all day long, and the chance to enhance their memberships taking a Lifestyle Quiz.
Here is the key to the Kate Hudson’s Fabletics success story. When the same women who were shopping at the retail store in the mall decide they want to visit the online Fabletics store, magic happens. This is because these memberships include a special feature where all the clothing you try on at the mall is transferred to the online account. This takes away all concerns of items fitting properly if ordered online because you already saw how great these pieces of workout apparel look on your body. Without having to be concerned about sizing, these women go crazy with the bigger online inventory.
Kate Hudson’s Fabletics rewards its members with other things too, like a personal shopping assistant, free shipping for orders placed online, and discounted pricing on active-wear and workout apparel. This formula has been transforming potential shoppers into long-term loyal customers who are clearing out the inventory and buying far more per sale than they ever did at sites like eBay or Amazon. This is why it is safe to say Hudson’s Fabletics is closing ground on the giant in this retail space.