The reason that Amazon is sitting so far ahead of all the competition in the fashion e-commerce market is because they are always looking for ways to improve. The success Amazon has in this space is best measured by how they are securing 20 percent of all the sales despite thousands of clothing companies trying to knock them from that top perch. Amazon may have to keep a closer eye on Kate Hudson’s Fabletics if they want to retain that top billing because in only three years we have seen Kate Hudson’s Fabletics already make $250 million in sales of women’s active-wear.
If you want to see why Kate Hudson’s Fabletics is dominating in a niche packed with thousands of hungry retailers, all you have to do is ask. Hudson will gladly tell you that all the success of her athleisure brand has to do with the reverse showrooming sales process and her diverse membership perks. Things are quite different in the way this company treats customers, just look inside the Fabletics store at the local mall. The women shopping at the mall stores are taking the Fabletics lifestyle quiz, trying on all the apparel, even window shopping for all the new arrivals in workout clothing.
To really be a success in a fashion e-commerce market that has Amazon sitting in the driver’s seat really takes some doing. What Kate Hudson’s Fabletics is doing differently start when these women are in the mall store trying on the yoga pants, tank tops, and leggings. Each piece that is worn will get uploaded to the customer’s membership online account. What that means is that these women are able to basically pick up the shopping exactly where they stopped at the mall. If you do not have to worry about the clothing fitting, then you are able to just focus on impulse shopping.
The customers at Kate Hudson’s Fabletics are being rewarded with free online shipping, huge discounts on all the active-wear online and in the retail store, and the help of an assigned Fabletics personal shopper. One amazing perk at Hudson’s Fabletics is your shopper reviews your quiz answers, then picks a piece of workout apparel every month and places it in your cart for your consideration. Amazon certainly has reason to keep Kate Hudson’s Fabletics at bay because these sales techniques seem to be giving them the ability to climb to the top of this market.