Amazon has enjoyed being the top retailer in the fashion e-commerce market, not having to really worry about the thousands of other apparel sellers in this space. To this point, we only need to look at the fact Amazon is making around 20 percent of all the sales in this one market with an enormous amount of competition. Then all of a sudden you have to start paying a little more attention to Kate Hudson’s Fabletics because they have appeared to have broken away from that pack and are hot on the heals of Amazon. In only three short years, Kate Hudson’s Fabletics has already sold $250 million in women’s active-wear.
To get a better understanding as to how this particular athleisure brand is making such a big move in a niche dominated by Amazon, all you have to do is ask the boss herself. Hudson will tell you that she has to give credit to her rewards program for loyal Fabletics shoppers, and then her unique reverse showrooming sales technique. Looking at things as they happen, we go to the local mall and visit the Fabletics retail shops. Here you see women taking the lifestyle quiz, checking out all the latest in women’s active-wear, and trying on every piece of workout apparel inside the store. Even though many do not buy anything in the store, sales continue to escalate each year.
The reason that Kate Hudson’s Fabletics is enjoying this explosion in growth in the fashion e-commerce market comes down to one thing. Each time a women tries on a piece of workout apparel inside the retail stores, those pieces will be uploaded to their Fabletics online account. So what is happening now is these women will eventually wind up at the online store at their convenience, and when they don’t have to worry about sizes and the pieces they already know fit are already in the cart, they go impulse shopping.
The impulse shopping at Kate Hudson’s Fabletics is further complimented by perks like free online shipping, help from your won shopping assistant, and even huge discounts on clothing prices. The ease in which it is to shop online makes customers have less hurdles to jump during their online shopping experiences. Amazon should be paying close attention because many of their previous customers are now loyal Kate Hudson’s Fabletics customers who are enjoying every second of this pampering now.