If Amazon was to be worried each time a new competitor in the e-commerce women’s fashion nice came knocking, they would never get a moment’s peace. Even after hundreds of businesses have tried to take Amazon off the top spot, they are still pulling in a whopping 20 percent of all the e-commerce sales in the women’s apparel niche. Things may be changing however, as Kate Hudson’s Fabletics appears to be gaining ground faster than anyone could have anticipated. Fabletics has already sold $250 million in high-quality women’s workout apparel, and they don’t appear to be losing any steam in those three years.
To get a better understanding on how the company has grown so fast in such a short period, we need to talk to Hudson about her athleisure brand to see what all the buzz is really about. Hudson says that although her line of active-wear is high-quality and appeals to the woman of today, the credit has to go to her unique membership plan and the reverse showrooming process.Looking at it from the point of view of the customer, these women will visit the Fabletics store at the mall to check out all the latest workout apparel releases. In this relaxed setting, these consumers are free to try on the merchandise, get their free membership, take a Lifestyle Quiz, or just window-shop for as long as they want. There is no pressure from any of the Fabletics sales associates to make a purchase, which enhances the overall experience.
What happens next is where the magic in this reverse showrooming process lies. These women leave the store without buying anything, but will eventually go to the Fabletics website to continue the shopping experience. As a Fabletics member, you will see all the pieces of apparel you tried on in that store waiting in your cart. Since these women know the size fits them perfectly, they add one item, choose another color, grab a new style, and a half-dozen pieces later will checkout. Instead of buying a piece or two at the mall, they feel more comfortable shopping from home or on their mobile devices, and not having to worry about the size means they can select on impulse.
Part of the Kate Hudson’s Fabletics membership also includes your own personal shopping assistant, discounted apparel pricing, as well as free shipping with online orders. Apparently Fablectis has really struck a nerve with women who want to buy the right pieces the first time, not have to return clothing time and time again to get the right fit. Kate Hudson’s Fabletics seems to have found a way to fill that void.