Amazon is the gold standard when you are talking about the biggest retailer of clothing online. They are easily bringing in over 20 percent of all the sales in this crowded space, and that is quite an impressive feat considering there are over a thousand clothing companies all wanting a larger piece of that pie. Kate Hudson’s Fabletics is not a company to be fighting for scraps, they have made huge strides to catch Amazon this year, having already made over $250 million in sales of workout apparel and active-wear for women.
Pay close attention to when Hudson talks about the success behind her athleisure brand. She’s not talking about lower prices, high-quality, or even the fact that her celebrity name is attached to the brand. Hudson gives the credit to the explosion in sales of he workout apparel to reverse showrooming and all the incredible perks that come with Fablectics memberships. Looking more closely at what happens inside the Fabletics stores in the mall, you see women of all ages who are eagerly trying on all the clothing inside the store and then taking the lifestyle quiz to enhance their memberships. This is a cool shopping experience, no pressure from sales associates and plenty for the customer to get involved with.
Now where all the pieces of the puzzle really come together is when these same women visit the Fabletics e-commerce store. Since these consumers have already been trying on all the clothing at the stores in the malls, they see those pieces transferred over to their online accounts. Without the concern of a piece of apparel fitting properly, these women start filling up their online shopping carts with everything from the latest in leggings, yoga pants, and tank tops. Unlike shopping at Amazon and waiting to see the piece to make sure it fits before you buy more, that step of the sales process is completed.
Kate Hudson’s Fabletics membership provides these women with a shopping assistant, discounts on clothing prices, and even free shipping for all online orders. By taking the lifestyle quiz, you allow the shopping assistant to pick put something new each month to place in your cart for consideration. When these women are too busy to shop, help is on the way. Kate Hudson’s Fabletics could pass Amazon this year in sales on women’s active-wear if the sales numbers continue to reach these incredible numbers.