Looking at how dominant Amazon has been in the last few years in the fashion e-commerce market has been quite an accomplishment. This retail giant is making sales in excess of 20 percent in the clothing market, and that is quite impressive when you realize how many other thousands of clothing sellers are all fighting for the same customers. That does not appear to be affecting Kate Hudson’s Fabletics, as they continue to inch closer and closer to Amazon in sales. In only three short years, Kate Hudson’s Fabletics has been able to grab $250 million in sales of women’s apparel in that same market.
The success of this athleisure brand is no accident, you just have to ask Hudson herself about why things have exploded in popularity in such a short time. Hudson gives credit to the rising popularity of her active-wear for women to reverse showrooming and the membership rewards package she offers to customers. Look at how things are shaking out at the Fabletics stores in the local malls. We see women inside looking at all the latest workout apparel, trying on everything in the stores, and even filling out the store’s lifestyle quizzes. One of the things that really appeals to these shoppers is the fact the store sales associates are not pressuring anyone to buy anything.
To really dominate in this competitive fashion e-commerce market, you have to have record online sales numbers. To help in that process, Kate Hudson’s Fabletics customers see all those items that they were wearing inside the store uploaded instantly to their online accounts. What this does is eliminate any doubt about sizing and it also lets these women to continue shopping from wherever they left off at the mall store. When you don’t have pressure, you can fill up your online cart with all the latest in leggings, yoga pants, and tank tops.
The membership perks are the key to the success at Kate Hudson’s Fabletics. Free shipping for all online orders, discounts on all active-wear both online an in the mall, as well as the help of a Fabletics shopping assistant. Your assistant is assigned to your account, looks over quiz answers, then selects a piece each month they thing that the customer will adore. This is a pampering experience that many customers can not get enough of, helping to push Kate Hudson’s Fabletics closer to Amazon numbers.