Amazon has been such a dominating force in recent years that they are not afraid of any competition. In fact, Amazon has been in the top spot in the women’s apparel niche for so long that they are able to grab 20 percent of the sales revenue in just that space. What Amazon may not realize is that Kate Hudson’s Fabletics is closing the gap each year, and in only three short years has already sold over $250 million in their high-quality workout apparel and active-wear for women.
Hudson talks about why her company has seen such explosive numbers in only a few years, and she credits that success to her unique membership program and the process known as reverse showrooming. Her athleisure brand is a combination of high-quality and modern styling that women are raving over. The shopping process is the key to the eventual success, and here we take a closer look at what separates Kate Hudson’s Fabletics from others in this space. We start at the local store in the mall where women are lining up to get their membership and take the Lifestyle Quiz to unlock even more benefits.
When these women try on the clothing at the mall, even if they do not buy the items they are still added to the online profile. When the hectic day is through, these women will go to the online Fabletics store and continue shopping. Now they know what items already fit, so they grab a few of those pieces, look at the new active-wear arrivals, and even shop for similar styles or workout apparel. That one piece that fit perfectly in the mall turns into an e-commerce purchase of a half a dozen items. This is in huge contrast to the shopping experience at the Amazon website, where women have no idea how any of the apparel fits until it is delivered to their home.
Included with the Kate Hudson’s Fabletics membership, women enjoy discounted pricing, online orders ship free, and they even get their own Fabletics personal shopper. This shopping assistant adds a new item to the customer cart once a month for consideration that is based on prior shopping choices, quiz answers, and new arrivals. One thing is for sure, women have discovered a new source for buying high-quality active-wear, and they seem to have little issue opening their pocketbooks to help Kate Hudson’s Fabletics grow.