Over the past few years, Amazon has been pulling away from the thousands of competitors in the fashion e-commerce market as far as sales numbers. Looking closely at the numbers, you discover that Amazon sold 20 percent of all the apparel in this niche, distancing themselves from the closest competitor. There may be a new closest competitor in the rear view mirror of Amazon, as Kate Hudson’s Fabletics begins the charge to the top. In a little less than three years, Kate Hudson’s Fabletics has sold more than $250 million in women’s active-wear in this same space.
If you are curious how a newcomer to this niche could explode on the scene like this, Hudson tells you what separates her athleisure brand from the rest. It isn’t the high-quality workmanship or the celebrity name attached to the brand making it sell so well, Hudson says the unique mix of her membership perks combined with the reverse showrooming sales process are the keys. All you need to do is to drive to the local mall and stop in the Fabletics retail stores. Women will be trying on all the active-wear, applying for their membership, taking a lifestyle quiz, and window-shopping for the latest in workout apparel.
Kate Hudson’s Fabletics is making their way just fine in this fashion e-commerce market with the help of their website. When a member of Fabletics tries on apparel in the mall stores, the pieces are then uploaded to their online account. That means they are able to just continue their shopping when they have the time, without pressure or the concern of having to think about sizing. What winds up happening is these shoppers check out the larger online inventory and just start filling up the e-shopping cart with impulse items. This is one reason that sales have exploded in only a few short years.
Don’t forget about the numerous membership perks awaiting these shoppers at Kate Hudson’s Fabletics. From free shipping, discounted apparel prices, to help from their own shopping assistant, this is a pampering experience women are certainly reacting favorable to. Amazon rewards their buyers with Prime membership for $80 a year, and it basically includes a discount on shipping, nothing more. Kate Hudson’s Fabletics is piling on the perks and making it simple to shop for all the latest in women’s workout apparel. Amazon may soon have some company at the top of the retail apparel market.