Amazon has been riding high in the online apparel market for years, and there appears to be no sign of them slowing down as the competition comes and goes. Amazon is still raking in approximately 20 percent of all online apparel sales, despite thousands of competitors all fighting for that same customer. Now entering the ring is Kate Hudson’s Fabletics, and in the last three years they have not been struggling in the same space as Amazon at all, in fact, this women’s workout apparel retailer sold over $250 million and counting.
Dominating the fashion e-commerce market is a very tall task, considering how long Amazon has been at this game. Hudson does not even appear to be concerned, instead, she credits her athleisure brand success to very simple yet effective practices. On the one hand, membership perks are plentiful at Kate Hudson’s Fabletics. On the other hand, a reverse show-rooming sales process has really helped give customers a unique shopping experience that could be transforming an industry.
Look inside the Fabletics retail stores at the local mall, there are women browsing all the racks, they are trying on every piece of workout apparel in sight, they are taking the store’s Lifestyle Quiz, and leaving without any pressure from the sales associates to make a purchase. This doesn’t appear to be business as usual for a clothing company, and yet it is responsible for sales that are breaking records for Kate Hudson’s Fabletics.
Part of the allure of shopping at Kate Hudson’s Fabletics is knowing that as a member you don’t have to buy at the retail store because those items go right to your online account for consideration at a later time. This means that a shopper can try on anything at the store and then leave, then when the time is more convenient, log into their account and just pick up where they left off. With so many more items to consider online, shoppers are spending more than at other online retailers, and sales numbers keep racking up.
Now add into the equation perks like a free shopping assistant, discounted prices, and free shipping, and you can see why Kate Hudson’s Fabletics is putting a scare into other retailers, including Amazon. If the numbers continue to grow at this pace, it could be that all the other clothing retailers will be looking at the success plan of Kate Hudson’s Fabletics to grow their own business.