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.
Chris Burch is the CEO and founder of Burch Creative Capital. Chris is an entrepreneur and investor. The investment philosophy of Burch Creative Capital reflects the entrepreneurial values of Burch. It also expresses his vision for creativity, new market opportunities, incubation, applying for imagination, scale, and support. He is committed to creating lasting impacts on the lives of consumers. Chris Burch has approximately 40 years both as an entrepreneur and an investor. He has been involved in the rise of over 50 companies. He has created a reputation for connecting impact and innovation. Burch Creative Capital is now supporting the development of some consumer and lifestyle products brands that range from apparel, retail, and home furnishings to organic foods, hospitality, and technology industries. These include Brad’s Raw Foods, Soludos, BaubleBar, Little Duck Organics, Chubbies, and Blink Health.
Chris Burch talks about the tech fashions trends for the future in a recent article on engadget.com. He says that the technological and fashion industry have evolved over the years. The one thing that remains is that the two industries grow side by side. He talks about how fashion gets technologically fashionable, and technology gets fashionable with time. He states that it is fascinating how the two industries have evolved together. Chris says that what lies in the future is determined by a part of the present and the past. Chris speaks about how technology develops according to the popularity of what is termed as fashionable. He gives an example of the boom box and how it evolved from the 70’s to give rise to the iPod. He continues to say that the synthesis of fashion and technology is currently taking place. Chris believes that fashion designers use technology to create what delivers to consumers. He says that the use of technology in fashion can bring about a higher standard regarding functionality and innovation. Chris says that there are endless opportunities when it comes to fashion and technology.
Chris Burch gives the example of a Dutch Fashion Designer known as Anouk Wipprecht who is popular for her “avant-garde designs.” Anouk designed the DareDroid (a drink-making dress) and Pseudomorphs (the self-painting dress). He talks of other designers who have combined technology and fashion to come with products that protect humanity. He says that Terese Alstin and Anna Haupt invented the Airbag for Cyclist which is a system that cyclists can put on around their necks.