Amazon has not been worried in recent years about the competition, they have dominated the e-commerce fashion niche for years, ad today command 20 percent of that space. Amazon has seen the competition come and go, but not in all those years have they seen one active-wear company really give them a run for their money. Kate Hudson’s Fabletics has gone from nothing to over $250 million in high-quality workout apparel in three years, taking a huge bite into the most dominating force in online clothing sales.
To get a better understand how Kate Hudson’s Fabletics has become so successful in such a short time, we go right to the source. Hudson credits the growing success of her company to a couple key factors. She says he company has a very unique membership platform combined with the concept of reverse-showrooming. Hudson says that women can come by her retail shops in the mall and open a free membership, take the Lifestyle Quiz, window-shop, or try on as many of her athleisure brand as they like. No pressure from the sales team at Fabletics because each item you try on will be added to your online profile and there for future consideration.
Here is where the reverse-showrooming process kicks into gear.
These women feel no pressure shopping in her retail stores on their break or when hanging out with friends, but later that night when they are relaxed at home, they head to the Fabletics e-commerce site. Now not only do they see everything they tried on in the store, they can browse new arrivals or other apparel based on the size that already flatters their body. Hudson says that because they took the Lifestyle Quiz, their membership has now unlocked a number of additional benefits like free shipping and deeply-discounted merchandise.
Another benefit that comes with the membership to Hudson’s Fabletics is the personal shopper. This person assigned to your account will analyze the quiz results, your size, and previous purchases, and select a new item each month for your consideration. Even if you are busy all month, you still have someone looking out for you when the latest arrivals to the active-wear world are released. The success of the company has to do with this unique shopping experience, a complete contrast to going to Amazon and buying things you hope will fit, only to have to return them time and time again.