To see how far Amazon has grown over the years, all you have to do is look at their dominance in the women’s apparel niche. They are bringing in 20 percent of all the sales in this fashion e-commerce market, while thousands of similar retailers are all fighting for the remaining dollars. Although that is some distance between competitors, Kate Hudson’s Fabletics has been making up huge ground over the last three years. In that time, Kate Hudson’s Fabletics has sold in excess of $250 million is sales of women’s active-wear and workout clothing.
Let’s take a closer look at this unique athleisure brand, you may be surprised as to how it has grown in popularity over the years. When Hudson is asked to talk about why her brand is so successful, she credits is to two simple sales techniques, membership perks and reverse showrooming. If it were that simple, why isn’t every other retailer in this fashion e-commerce market seeing similar success? To answer that question, we just need to head over to the Fabletics stores in the mall to get the answer.
Inside the Fabletics retail store. women are not being pressured to buy like you see in other clothing shops. At Kate Hudson’s Fabletics, these women are window-shopping, they are trying on every piece of active-wear they can, and they are even taking the lifestyle quiz to help enhance their memberships. To the surprise of her competition, many of the women are leaving the store without buying anything. Here is how the unique combination of membership perks and reverse showrooming pays off for Kate Hudson’s Fabletics.
When these same women shoppers hit the Fabletics e-commerce store, then you begin to understand how sales have climbed to $250 million in such a short time. Since these women were trying on the clothing in the mall, those items get uploaded to their online account so they can just keep shopping. So without the concern of ordering and waiting to see if the tank tops or yoga pants fit, these customers are filling their shopping carts with all the active-wear they can find.
The online site has a larger inventory, members get free shipping, they get discounts on active-wear, and they even get help from a personal shopping assistant. These unique perks are just part of the reason Kate Hudson’s Fabletics has been growing faster than any of her competitors could have imagined.