There are not too many companies that threaten to take over the dominance Amazon has enjoyed for many years, but things may be changing this year. Amazon has lead the way in apparel e-commerce space, raking in 20 percent of sales in this industry and widening the gap to the closest competitor. Kate Hudson’s Fabletics has been gaining ground steadily on the retail giant, and in the last three years has sold over $250 million in sales of high-quality women’s workout apparel and active-wear.
Hudson is not afraid to discuss the secret to her success, it all comes down to reverse showrooming and a unique membership to her company. These are not new techniques in this space, but Hudson has discovered just the right balance that has exploded her bottom line in record time. Looking at the process from the outside, we see women heading to the retail Fabletics store at the mall, where they window-shop, get their free membership, and try on all the apparel they want. Completing the Lifestyle Quiz on helps to enhance the membership by unlocking some really impressive benefits.
When Hudson was asked how her athleisure brand is faring with buyers, you only need look at the next part of the process to get a real understanding of what is happening. These consumers leave the store and will head to the Fabletics website at their convenience. Now that they have a membership to the Kate Hudson’s Fabletics site, they see all those items in their profile that they wore in the stores at the mall. This means they know exactly what fits, and are free to shop for more styles and colors they know already will fit them perfectly. Many women order far more than they were even considering getting at the mall because of the quality, pricing, and the convenience.
As a member of the Hudson’s Fabletics website, you get discounted pricing, free shipping, and even your own shopping assistant.This shopping assistant looks over your personal buying habits and quiz answers, then selects something they thing the customer will love. No pressure at Kate Hudson’s Fabletics, you either love the item and buy it or reject it, never does anything ship without your permission. The company is making sales that Amazon should be concerned about, and as more women are discovering Kate Hudson’s Fabletics, this may be the place to shop for high-quality women’s active-wear for years to come.
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Fabletics has been making news in the fashion world from the time it started its operations in 2013. A company that started out as a startup is now a mainstream fashion brand, which is giving giants like Amazon a tough run for its money. Amazon holds over 20 percent market share in the fashion retail market, but that might change soon as Fabletics is growing at the rate of over 30 percent annually and doing the business of over $250 million annually. Fabletics managed to do so by following a unique marketing and business strategy, and one of the biggest parts of it is the subscription model it rolled out soon after launch.
In the subscription model, the customers have the choice to upgrade to become VIP members of the company, and it allows them to choose from a personalized collection of athleisure apparel selected from them and send out in an email to choose from. The VIP members can only open their email and check each month the items they want and it would be delivered to their doorstep. The best part is that even though it is a famous brand, co-owned by Kate Hudson, and is targeted towards urban audience, the prices of the products are not sky high. The primary aim of the company from the very beginning was to offer customers something of value without costing a fortune. Moreover, Fabletics has one of the biggest collections of Athleisure products online to choose from, and new designs are added regularly.
Kate Hudson, who is one of the co-owner of Fabletics, is a fitness diva and an Emmy award winner Hollywood actress. She is a role model for millions of women across the world because of her chiseled and well-toned body, which most women desire. Kate Hudson, being the brand ambassador of Fabletics certainly helped the substantial gain the much-needed momentum it needed to penetrate the highly competitive fashion retail space. And, the fact that it personalizes the experience for all its customers makes it one of the most aspirational brand in the market today in fashion niche.
The company has over 18 physical outlets across the country, and the company plans to open across a hundred more shortly. Fabletics followed the reverse showroom technique to get established in the market. The reverse showroom technique means first building a brand online and then going all guns firing and opening physical stores, and it certainly has helped Fabletics. If you want to become the VIP member of Fabletics, start out by taking company’s Lifestyle Quiz online today.