In order to beat Amazon in any niche, you really need to be blowing out those sales in record numbers. When it comes to the fashion e-commerce market, you are competing with thousands and yet Amazon is still commanding 20 percent of all the sales. While Amazon may be comfortable in that position, they are about to get some company from a very unlikely source. Kate Hudson’s Fabletics is storming into the scene, having sold $250 million in women’s apparel in only three short years.
The key to the success of this athleisure brand is going to surprise many. The road to the promised land with Kate Hudson’s Fabletics is definitely taking the road less traveled. What they do at Kate Hudson’s Fabletics is provide members with an abundance of rewards, then utilize the reverse showrooming sales process to drive home those huge sales. Looking at the Fabletics store in the mall, you get a real glimpse as to how this works. The retail store is where women are taking the lifestyle quiz, trying on all the workout apparel, and basically browsing the new releases of active-wear without any sales associates pushing them to buy the merchandise.
Here is where the sales really do explode at Kate Hudson’s Fabletics. The active-wear these women were trying on inside the mall stores will be transferred to an online shopping cart at the Fabletics e-commerce site. When these women have the time to shop, they already have the items they know fit them sitting in the cart, so they continue on with the buying process. This is the key to dominating in a crowded fashion e-commerce market. The buyers are basically free to shop on impulse from here out because they are not worried about waiting for things to arrive in the mail to see how they fit.
The other part of the winning equation is membership perks. With Kate Hudson’s Fabletics, membership perks include free shipping for online orders, discounts on everything from leggings to yoga pants, and help from your own personal shopper. These are not your average rewards and shopping experience, and it is exactly what is setting Kate Hudson’s Fabletics apart from the crowd. Amazon has been comfortable offering shoppers a Prime membership, but it might take more going forward if they think they are going to be in the position to compete head-to-head with the up-and-coming Kate Hudson’s Fabletics.