Amazon has been comfortably perched in the top spot of e-commerce women’s apparel for many years, taking in more than 20 percent of the sales in this space. Even though little clothing retailers have come and gone, one particular retailer of women’s workout apparel and active-wear is creating a buzz this space has not seen in quite some time. Kate Hudson’s Fabletics has gone from a company you never heard about three years ago to one that has sold more than $250 million in sales of her unique athleisure brand.
With Amazon enjoying the top spot in this space for so many years, it begs the question as to how Hudson was able to grow her brand so quickly and sustain such incredible sales numbers. She credits the ultimate success of the company to reverse showrooming and her membership program. The shopping experience at Kate Hudson’s Fabletics is completely unique compared to that of Amazon, and it all starts at the mall in the retail Fabletics store. Women are lining up to get their free membership to the store, take the Lifestyle Quiz to enhance their memberships, window shop on their breaks, and try on everything they can while in the store. Yet many never buy anything while at the store.
How does Fabletics sustain growth if the retail stores are not pushing to reach sales quotas?
The magic happens when these same women go home and relax while surfing at the Fabletics website. part of the benefit of the membership is all those items that were worn in the retail store are now in the website profile for consideration. This mans that these women already know the active-wear fits them perfectly, so they shop for new releases, similar styles, or unique color patterns. What this means for Kate Hudson’s Fabletics is that instead of buying one or two pieces at the mall store, these women are stuffing their online carts with three, four, or more pieces because they already know they will fit them when they arrive. This is a huge contrast to shopping at Amazon and hoping it fits.
It looks like Kate Hudson’s Fabletics has found a way to combine ease of shopping, free shipping, and low pricing, all in an effort to enhance her shopping experience. These women feel like Hudson actually is taking extra steps to pamper them, and the sales numbers are proof this company is doing something right.