For any company, let alone an apparel supplier, to say they are not afraid of Amazon means something. Amazon has comfortably been sitting on 20 percent of the e-commerce sales in that space for years, and they usually have nothing to fear. Things might be changing for Amazon as Kate Hudson’s Fabletics has grown in only a few years to scoop up over $250 million in active-wear sales in the same arena niche. The company appears to be growing year to year, and utilizing a sales process that has not been seen in this space as of yet.
Hudson was asked to expand on the process by which her customers are shopping and exploding the bottom-line of the company. Hudson says that a unique combination of reverse showrooming and a membership platform are the keys, and it really has women around the country wanting more. Take a look at any of the Fabletics retail stores in the mall, and you will discover it is unlike any other shopping experience. Women are allowed to try on anything they like, window-shop, grab a free membership, and take a Lifestyle Quiz, with zero pressure to make a purchase.
With no pressure to buy, how did this athleisure brand reach $250 million in sales?
Simple, women will eventually return to the Fabletics website when they have time, and this no-pressure and relaxed atmosphere allows them to really grab what they need. Since these consumers have tried on the merchandise in the retail store, all those items are in the online profile where the customer can buy, shop, or browse for more items based on the size they know fits them perfectly. Unlike when they shop at Amazon and have to wait until the active-wear is in their hands to know if it fits, shoppers at Fabletics already know exactly how the clothing fits.
As a member of Kate Hudson’s Fabletics, shoppers visit the online store and enjoy free shipping, lower pricing, and no questions asked returns. Part of the reason shoppers take the lifestyle Quiz is to enjoy the assistance of a Fabletics personal shopping assistant once a month. The shopper will choose a new piece of workout apparel based on quiz answers and items purchased or tried on, place it in the cart, and the shopper can decide to buy or reject the offer. Kate Hudson’s Fabletics is poised to take on the Amazon giant and win in this very competitive space.