Amazon has been in control in the online fashion space for years, and currently dominating with 20 percent of all e-commerce sales in the apparel world speaks volumes to the dominance. This is certainly not one of the niches you want to try growing your business, but don’t tell that to Kate Hudson. In only three years, Hudson’s Fabletics has gone from invisible to $250 million in sales of her high-quality athleisure brand, and sales are picking up each year.
When Hudson was asked to give insight as to how Fabletics was able to explode in sales so fast, despite working in the same space as Amazon, her answer is a membership platform combined with reverse-showrooming. The combination of these two unique features don’t seem like a good match, but somehow her company has found the secret that works. Looking at it from an impartial point of view, customers come down to the retail Fabletics store in the malls, where they have the opportunity to get a free membership and take the Lifestyle Quiz to further enhance the buying experience. These customers can shop the racks of the high-quality workout apparel and active-wear, trying on as many items as they like, and they can even leave without pressure of having to make a purchase.
Now that the pieces of apparel were tried on and then added to the online profile, members can return to the Fabletics website at their convenience to continue shopping, compare new arrivals, or look to see what else is available in the size they already know flatters their frame. Compared to how the shopping experience is at Amazon, shoppers there buy without knowing the fit, and often return their purchases time and time again. This could be the reason Fabletics is enjoying such huge success early in the game. The focus at Kate Hudson’s Fabletics appears to be on providing women high-quality active-wear and the added convenience of shopping on their terms.
Included with the membership at Fabletics is lower pricing, free shipping, and even the assistance of personal shopping assistant. This assistant looks at the quiz results and finds styles that the customer will love. No pressure at Fabletics, those suggestions are just that, so nothing ships without the buyer accepting the selection. In only a few short years, Fabletics has given women exactly what type clothing they have been searching for at prices they can really get excited about.