Taking on Amazon is a phrase that is more often being repeated throughout the fashion industry, but the phenomena is effecting many different industries. It is a reaction to a shift in consumer habits that negatively effects the profit margins of many businesses, but is particularly dire because the shift is effecting the high end luxury market. This market survived on a formula of making customers lifelong loyal brand buyers. This return client strategy involved making the brand exclusively expensive. They would then provide a product that was superior in quality to other comparable items on the market, and this strategy was especially good at converting high end fashion shoppers into loyal lifetime customers. However, the titanic shift that the internet has caused has changed everything in most sectors of society, and this extends to the retail sector as well.
However, the shift has manifested in an unforeseen way that has retailers especially in the fashion industry mobilizing against it. Their one mobilization technique is the meme taking on Amazon, but it applies to a particular habit that internet shoppers have developed to overcome the lack of experiencing the actual product when they are shopping via the Web combined with their penchant for finding the most convenient and cheapest means of acquiring the item. These shoppers are going into the physical store only to browse the item and then return to their internet stores for purchasing and delivery. The industry has labeled this habit showrooming, and it is very detrimental to their bottom lines. However, this has been advantageous for some courageous upstarts that have dared to take the current status of the shopper’s attitudes and use it to their advantage.
One of these companies is a fashion brand that is both athletic and fashionable simultaneously. This company has seen a 5,000 percent growth spurt that has been generated with their technique of reverse showrooming. Their company offers subscriptions and price their products at the same level across all of their selling platforms. This means that customers become loyal at their many different outlets, and potential customers are converted almost as soon as they obtain a subscription. The subscription provides the exclusivity, and they then provide a quality product that is equally desirable no matter how the client wants to make purchases.
In researching Fabletics, I learned of their story, so I subscribed my wife, and she has loved it seemingly every week since judging by the deliveries from Fabletics. There was always some fundamental flaws to the athletic gear that she was beginning to wear out per the current fashion trend. These were not designed for the common active lifestyle, so it was missing some components. Fabletics fixed this problem for my wife, and now her gear is noticeably designed for more than just a work out. She is highly satisfied and impressed with the company, so they have her attention, and when she finds a good product, she continues to patronize their business.
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.
Win a surprise for your squad! Post pictures of you and your squad using #FableticsSquad & #Contest in the caption for a chance to win the ultimate squad surprise ?????????? US only. 1 winner and up to 4 friends will be chosen and notified via DM every Tuesday. See official rules ?? http://bit.ly/FableticsSquad
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 […]