There really isn’t that much that makes Amazon nervous, unless of course you are talking a huge bite out of their profits. Even though Amazon commands 20 percent of the sales in the apparel niche, there appears to be some competition that is closing the gap very quickly. Kate Hudson’s Fabletics sells high-quality active-wear and workout apparel for women, and in three short years has taken $250 million in sales away from the competition. Sales have been climbing year to year, and there aren’t any signs they are losing any of that steam.
When Hudson was asked to expand on the success of her athleisure brand, she simply credits it to reverse showrooming and her unique membership package. This is not a typical Amazon shopping experience, and women are beginning to realize this is exactly how they want to be pampered when shopping. The consumer heads to the Fabletics retail setting at the mall and can grab their free membership, take the Lifestyle Quiz, do some window-shopping, or walk through the store and try on everything they like. The craziest part of the equation is many of these women will not buy anything at the retail setting.
So how does Fabletics make any money if the retail store is not pushing associates to sell merchandise?
Here is where Kate Hudson’s Fabletics stands alone when it comes to catering to the needs of its female shoppers. Women will wait until they can kick back and relax before heading over to the Fabletics website. Now since they already have worn some of the active-wear in the retail store, all those items are now sitting in the online profile. These women know the apparel fits them like a glove so what they do is choose the items they love, grab a few new arrivals, and even look for new styles based on the size they found flatters their frame. Women are simply spending more at the website because they know there will be zero surprises when the items arrive.
Now Kate Hudson’s Fabletics really knows how to take care of their female clientele too. Each member receives discounted pricing on all active-wear, free shipping on the online orders, and even the assistance of a Fabletics personal shopper. This pampering service is really resonating with customers, and if Amazon is not paying attention, Kate Hudson’s Fabletics could be the next big thing when it comes to buying high-quality workout apparel online.