Amazon has been comfortable perched at the top of the e-commerce apparel sales market for years, and competition has come and gone without anyone getting close enough to be a threat. When you command over 20 percent in a highly competitive market with thousand fighting for the same dollar, you really have a hold on things. That may be about to change if Kate Hudson’s Fabletics continues to grow. In the last three years, this quality active-wear company has sold over $250 million to women wanting a new type of shopping experience. This is certainly a one-of-a-kind experience that has women spending more than they even thought they would.
Hudson speaks about the success of her company by talking about how the reverse showrooming process and her membership plan combined to give customers a unique shopping experience. To better understand the success of the company, we head to the Fabletics store at the mall and see women lining up to try on this athleisure brand, to get their Fabletics membership and then take the Lifestyle Quiz, as well as window-shopping without any type of pressure from the sales associates in the store. There are many women who are very busy during the day, so they come by on their breaks and want to shop at their leisure with zero pressure, and that is exactly what they get.
Where all the pieces of the puzzle come together is when these same women are relaxed at home and head to the Fabletics website. Now everything they wore inside the store at the mall will be transferred to their account they registered whey applying for the membership. Imagine being able to shop online for workout apparel or women’s active-wear and know exactly how the pieces will fit in advance. This is why so many customers go to the e-commerce site and buy a dozen items as opposed to one piece like they would have at Amazon. When you buy at Amazon, you are guessing about the size, so you get a piece to see if it fits.
Kate Hudson’s Fabletics membership includes free shipping for online orders, low pricing on select workout apparel, and even the assistance of a personal shopper. Based on quiz results and buying habits, your shopper picks one item a month for you to consider, just another example of the pampering that has women loving everything about the Kate Hudson’s Fabletics experience.