Amazon has been so far ahead of the thousands of competitors in the fashion e-commerce market that they usually just keep their foot on the pedal and don’t worry about any competitors. The fact they are making 20 percent of the sales in that market tells you they can afford to kick back a little. One clothing company that is not going to simply let Amazon run away from the pack is Kate Hudson’s Fabletics. In the last three years, Kate Hudson’s Fabletics has already sold $250 million in workout apparel for women despite all that competition.
Hudson has no problem talking about why her athleisure brand has been able to break away and command the attention it deserves. In addition to the reverse showrooming sales technique, Hudson says that her membership perks are helping to turn shoppers into long-term loyal customers. Take a drive to the local mall, step inside the Fabletics retail stores, and you are going to be surprised what you see. Women are all over the store trying on all the workout apparel, they are browsing racks of yoga pants for the latest arrivals, and they can even be seen filling out the lifestyle quiz to enhance their membership.
To be able to even compete with Amazon in the fashion e-commerce market, you can’t rely on sales in the retail shops. This is where Kate Hudson’s Fabletics has raised the bar and really increased their sales. Every time a customer is at the retail stores trying on active-wear, those pieces are being uploaded to the member account instantly. What that means is the customer can simply pick up and continue shopping when it is convenient for them. This is the reason sales associates at Fabletics allow customers to walk out those doors without pressuring them to buy anything.
The rewards program at Kate Hudson’s Fabletics is all about spoiling their customers. Each Fabletics customer is going to enjoy free shipping for their online orders. They will also get help from a personal shopping assistant and discounts on all the workout apparel in the stores. This is not your average shopping experience, and women are responding in kind to buy more than they may have purchased at sites like eBay and Amazon because they don’t have to wait to see if the clothing fits. Kate Hudson’s Fabletics has found the key to keeping pace with rival Amazon.
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