The reason that most clothing retailers will compare themselves to Amazon is because they sit high atop the fashion e-commerce market. The trouble for these clothing companies is that Amazon is so dominant, bringing in over 20 percent of all the sales in this space, making it hard for the thousands of others in that space to compete. That doesn’t appear to be a concern for Kate Hudson’s Fabletics, as they have emerged from that pack at the bottom and are making a rush towards the top. In a little less than three years, we find that Kate Hudson’s Fabletics is already banking $250 million in sales of women’s workout apparel.
If you were to try and get Hudson to sit down and talk about the success behind her athleisure brand, she will talk to you about her membership package and the reverse showrooming sales technique. To see them in action, all you need to do is get your membership and head over to the Fabletics retail stores at any number of local malls. What you see inside the store is quite unique as compared to other clothing stores. The customer at Kate Hudson’s Fabletics are trying on every piece of workout clothing, they are taking the lifestyle quiz, and they are browsing all the racks for the latest styles in women’s active-wear.
The march towards Amazon in this extremely competitive fashion e-commerce market now moves online. Every piece that a customer tries on inside the stores at the mall are going to be uploaded to your Fabletics account. What this does is make it easier for the customer to continue shopping at a later time, and it allows them to shop without concern that the pieces are going to fit them. Now that they know exactly how it will look on their frame, these women are then free to hit the enormous online inventory and buy up all the leggings and yoga pants that they could want.
The membership perks that await Kate Hudson’s Fabletics shoppers are impressive. Not only are these women getting free shipping for their online orders, they get discounts on all active-wear, as well as your very own Fabletics shopping assistant. Compare these perks to the one you get at Amazon, discounted shopping. At Kate Hudson’s Fabletics, this is a unique shopping experience where the customer is rewarded for their loyalty with numerous perks they can actually use.
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