Amazon has been making it clear for many years that they are the leader in online clothing sales, and the fact that they are pulling in 20 percent of the sales is a great indication they aren’t too worried about the competition in that crowded niche. It is one thing to be confident, it is another to ignore the obvious, and that being Kate Hudson’s Fabletics has been quickly closing the gab between them and Amazon in the last few years. Over the last three years, Kate Hudson’s Fabletics has pulled in over $250 million in sales of her women’s workout apparel.
Hudson says she can credit the success of her athleisure brand to reverse-showrooming and her diverse membership program. Looking at the way things run down at the Fabletics stores in the mall, we see women literally lining up just to have the chance to try on some of the workout apparel, do a little window-shopping, or take part in the Lifestyle Quiz. There is no pressure from any sales associates here trying to make commissions, just women who are loving the pampering experience and really taking advantage of the fact they can really do what they love to do, and that is simply shop.
How does Kate Hudson’s Fabletics make so many millions in that type of relaxed atmosphere? The answer is in the e-commerce store, where members of Fabletics log into the site and find all those items they had tried on waiting for them in their online profile. The advantage here is there is no worry about anything fitting when these women are shopping online. Whether they are looking for the latest in workout apparel or shopping the coolest styles in active-wear, everything fits perfectly so these women start loading up their shopping carts online.
Kate Hudson’s Fabletics is poised to give Amazon a real run for the money. Included with the membership, women get free shipping for their online orders, a personal shopping assistant, and discounts on select clothing styles. The entire buying process is all about being pampered, and women are really connecting with the whole process. Not only do they look great wearing this high-quality active-wear, but they get low pricing and even help from their own shopping assistant. If Amazon is not careful or not paying close attention, we may have a new queen on top of the e-commerce apparel niche soon.