Amazon Might Be Seeing More of Kate Hudson’s Fabletics
In recent years, Amazon has enjoyed sitting all alone at the top of the fashion e-commerce market. When you are raking in nearly 20 percent of all the sales, despite there being thousands of clothing companies all fighting for the same customer, you don’t have too many competitors nipping at your heels. Things may be changing as far as who is fighting for that top spot, as Kate Hudson’s Fabletics begins to separate themselves from the pack. In a little over three years, we see that Kate Hudson’s Fabletics has already taken a huge bite out of Amazon’s lead, scoring $250 million in sales of women’s workout apparel.
If you were to sit Hudson down long enough to find out why her athleisure brand is gaining popularity, she will tell you it all comes down to the membership package she offers loyal customers and the sales technique call reverse showrooming. If you want to see how these two work in tandem, we need to begin our quest at the local mall inside one of the Fabletics retail shops. The women shopping in these stores are browsing the new releases hitting the racks, taking the Fabletics lifestyle quiz, even trying on every piece of active-wear that they can get their hands on.
To dominate the fashion e-commerce market, your website sales have to be out there. The reason Kate Hudson’s Fabletics is seeing online sales increase is because each customer that tries on a piece of clothing inside the mall stores will find that piece waiting for them in their online account. By uploading the workout apparel instantly to the customer’s account, it gives them the chance to continue shopping at their own pace in their own free time. What winds up happening is that these women go cray impulse shopping now because they already know how the pieces fit.
Your quiz answers allow your assistant to pick a piece of apparel each month they think the customer will love, then they add it to the cart for consideration. This is a shopping experience not to many clothing retailers are offering, and one reason that Amazon may find out sooner than later that they have some real competition for that top spot.