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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