One of the most competitive industries today is the fashion world, and most business owners in this space know that Amazon has a commanding percentage of the sales in this space. In fact, Amazon currently in gobbling up over 20 percent of online clothing sales through their e-commerce platform, but another active-wear company is beginning to make waves that has garnered some attention. In the last three years, Kate Hudson’s Fabletics has sold over 250 million in workout apparel and active-wear for women, and the signs show this company is growing faster than anyone could have imagined.
When Hudson was asked to comment on the huge success of her athleisure brand, she says it has to do with two things, reverse-showrooming and a very distinct membership platform. This is a complete contrast to how Amazon is running their show, and it appears to be working for Fabletics. To understand the shopping process in real-time, women visit the retail stores in the malls and sign-up for a free membership and then enhance their membership by talking the Lifestyle Quiz. As a member, these shoppers can try on as many items they like in the store because these pieces of apparel are added to the online account for consideration at another time.
So that busy woman who is window-shopping on her lunch break goes home after a long day and eventually settles down and visits the Fabletics website. Upon arrival, all those items that were tried on and fit perfectly are sitting right in the cart already. Now because the consumer already knows what size and styles looks great on their frame, they can add more items based on those parameters. No pressure to buy, relaxed setting, and reverse-showrooming is in effect at its finest. Most women go on to buy more than they would have in the store setting.
Part of the reason for completing the Lifestyle Quiz was all the added member benefits. Unlike Amazon that only offers members 2-day shipping at the low price of $80 a year, Hudson’s Fabletics members get free shipping, discounted apparel pricing, and a personal shopper who will select one item a month based on quiz answers and buying patterns. Women can select the piece of workout apparel chosen by their personal shopper, cancel the purchase, or buy something else. This is all about the buying experience, and Kate Hudson’s Fabletics appears to have really found a way to get women excited about buying clothing.
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