It is a great accomplishment for any company to try to work in the same space as Amazon, especially since Amazon already has 20% of the e-commerce cornered in the fashion world. Kate Hudson’s fashion company Fabletics is not only going after Amazon, they are already well on their way to dominating that space. In three short years, Hudson’s company has already sold $250 million in high-quality active-wear and they appear to be just getting started.
Talk to Hudson and she can tell you exactly why her company is growing so rapidly. The secret to her success is in a unique combination of membership and reverse-showrooming, something that has gotten the attention of women around the world. Here is why Hudson is so excited about her athleisure brand. The customer can walk into any of the Fabletics retail outlets without the pressure of buying anything. In fact, most women sign-up for the free membership and take the Lifestyle Quiz, then walk around and try on items they fall in love with. Most leave without buying, and that is exactly why Fabletics has such huge numbers in sales.
Hudson says that after a shopper leaves the mall and heads home, later when they are relaxed and at the computer, they head over to the Fabletics website and see everything they tried on already added to their account. This personal touch really has changed the way people are shopping online. Unlike Amazon, where a shopper buys something and hopes it will fit when they get it at home, the Fabletics buyers already have had the merchandise on and now can buy it or other styles. Since the active-wear has already been tried on, the rest is a breeze.
At Fabletics, once you completed the Lifestyle Quiz, you get your own personal shopper too. Each month, your shopper looks over the answers to your quiz and compares to items you have already purchased or tried on, and picks a new item for your consideration. Either but the new item, cancel the item from your cart, or shop for something else, this is all about making the fashion shopping experience easier.
Even though Amazon has a huge chunk of the e-commerce fashion business, Hudson’s Fabletics is making strides to dominate that space in short order. This is more than buying high-quality workout apparel, it is a shopping experienced tailored to the individual buyer. Let the pampering begin!