In order to be a real dominant force in the fashion e-commerce market, you have to be willing to compete with the giant in the retail world. Amazon does not mess around in this space, they have enjoyed top billing for years and don’t feel they need to mess with a successful formula in order to stay competitive. That may be about to change in the near future as Kate Hudson’s Fabletics is about to make a serious charge towards the top of this industry. In less than three short years, Kate Hudson’s Fabletics has already made well over $250 million is sales.
Dominating the fashion e-commerce market is possible if the numbers continue at the rate they are rolling, yet Hudson says the success of this athleisure brand is all about giving back to her loyal customers. Reverse showrooming and member perks are the two pillars in which Kate Hudson’s Fabletics is built, and her customers are certainly responding. Look at any of the retail Fabletics stores in the mall, here you discover women are not shopping like you would think. These customers are browsing racks, trying on clothing, taking a Lifestyle Quiz, and leaving without making a purchase.
This doesn’t appear to be a formula that will continue to yield $350 million, yet it is doing just that. Women who have a membership and browse in the mall stores find those items getting uploaded to their online accounts, allowing them to continue their shopping later when they feel they have more time to focus on the larger inventory. That is what they do, browse the vast inventory, buy more colors and styles based on the size they know fits, and stuff those online carts with more apparel from yoga pants, tank tops, to colorful leggings.
On top of that, Kate Hudson’s Fabletics is also rewarding loyal customers with free shipping for their online orders, deep discounts on anything online or at the mall shops, and even the help of their very own personal shopping assistant. The rewards just keep coming, and new shoppers are quickly becoming loyal customers that not only love the quality and fit of the workout apparel, but the way they are pampered along the way.
If Amazon is comfortable charging $79 to their members to get reduced shipping, it might be only a matter of time before these shoppers find Kate Hudson’s Fabletics and take advantage of a real shopping experience.
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