To understand how dominant Amazon is in the apparel market, you need to know that there are currently thousands of clothing companies all looking to grab a piece of those sales. Amazon has little to worry about, taking 20 percent of the sales all year long. There is one clothing company that is making waves in this space, and they don’t seem to be concerned who they are chasing. Kate Hudson’s Fabletics is growing at a record pace, already having taken in $250 million in sales of workout clothing and active-wear.
To get a better understanding how this athleisure brand has become so popular in such a short amount of time, we simply need to start with Hudson. When Hudson talks about her company, she says the success is not due to her name being associated with the company, it all comes down to the reverse showrooming process and how her membership plan rewards her loyal customers. Now take a look at how these two work in real-time with customers, and to do that you need to start at the Fabletics store in the local mall. Women shoppers are not being pressured to buy anything they are being encouraged to try everything on inside the store or take the lifestyle quiz to enhance their memberships. There is no pressure here in the retail store.
Once we move to the Fabletics e-commerce store, you get a better understanding as all the pieces of this apparel puzzle begin falling into place. Since the customer wore the clothing in the mall stores, the apparel is moved to the online account of the customer to consider at another time. Knowing how the pieces fit at the mall, there is no need to worry about limiting the size of the order until it arrives to check. As a result, these customers are loading up the shopping carts with more pieces of workout apparel.
Membership definitely has its perks at Kate Hudson’s Fabletics. Loyal customers will enjoy free shipping for their online orders and deep discounts on all pieces of active-wear. The loyal customer gets their very own shopping assistant as well, someone who looks over your lifestyle quiz answers and then picks a new item each month that they think you will enjoy. Amazon doesn’t come close to the reward perks of Kate Hudson’s Fabletics, and this could be part of the reason Amazon may be getting concerned about losing their top spot in the online apparel market.