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.
How many cylinder tubes of this lip balm have you used over the years? Chapstick has been the top name in lip balm for more than 100 years now, with the Blistex brand its only competition. Chapstick worked for minor chapped lip issues, but was lackluster and boring according to most standards.
In 2009 , EOS signed an agreement with Walgreens. The orb-shaped lip balms quickly filled the shelves of the Racked pharmacy, where the likes of Allure and Cosmo beauty editors discovered them and told the world. Soon, Miley Cyrus, Jennifer Lopez, and many other celebs were seen with their Orbs. https://www.facebook.com/eos/
Fast forward seven years, and now EOS has done something that many thought impossible. The EOS lip balm brand became a better-selling lip balm than Chapstick. Yes, in just seven short years, EOS lip balm became the preferred brand of lip balm, beating out the name that everyone knew and trusted for so long.
What did the Lip Balm Company do that helped them beat out the Chapstick brand? The orb-shape was certainly welcomed and a welcomed change in contrast to the Chapstick tube. Flavors of EOS lip balm are also exciting, giving the lips a taste sensation with each use. And, of course, the organic ingredients inside of the product attract most people who worry about what they are putting on their skin. EOS strives to keep up with the latest trends and improve their product whenever possible. http://www.target.com/p/eos-organic-lip-balm-sphere-strawberry-sorbet/-/A-13731791
EOS gave consumers the change they were looking for, and continues to leave impressions everywhere it goes.
Kate Hudson is a darling to all of us and for many reasons. The fact that she has started a fashion line that is breaking all the records while providing us with great style and comfort in athletic fashion wear makes us love her even more. The clothing line, Fabletics is now three years old and is said to be bringing in profits to the tune of 250 million dollars. The star confides that having the idea is the simple part that the real deal comes when you have to convert those ideas into results, a process that makes many people give up before completion.
At the recently concluded summit on women in power, she discussed the merits and demerits of being an entrepreneur. She mentioned her excitement over the fact that her business had become as successful as it had in the three years that it had been open.
Read more: @Fabletics
She says it was almost astounding when the business picked up and got a religious like following sooner than they had anticipated. This may have thrown them off balance a little because they now had to catch up with a growing demand for the products on Facebook whose reception they had expected to be lukewarm at most.
The other great challenge that she got was the fact that being a celebrity, people held her on a high pedestal and seemed to expect no mistakes whatsoever from her business. One of the issues that created some heat was some people seeing Fabletics as a little discriminating to their specific body type and style. She confided that her hope had been to make a line that was all inclusive and that the team was still working on that.
Fabletics, which is headed by Don Ressler makes high quality work out clothes for men and women. The idea was to have people that love the gym lifestyle look fabulous when doing their workout. The clothes available on the store include sports bras and matching pants, yoga pants, signature outfits and other gym and workout clothes. Fabletics line has become a leading brand among the people that love the celebrity styled and versatile clothing types.
Learn more about Fabletics: https://www.youtube.com/user/Fabletics