Kate Hudson’s Fabletics Keeping Pace with Amazon

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.

Fabletics: Showcasing the Success Through One Customer’s Review

Three years ago, when shopping for stylish workout wear, ladies had two choices: drop $100+ dollars to buy the same pair of leggings or top everyone else had, or buy the cheap pieces that would last maybe two months…tops.

 

Enter Fabletics. The revolutionary company founded by Kate Hudson seems to be on the lips of every fitness fashionista right now. Fabletics changed the game by offering athletic tops, leggings, sports bras and more at an actually affordable cost while still maintaining the highest quality for its customers.

 

One customer, a well-known blogger named Teri who owns the blog “A Foodie Stays Fit” published a wonderful review breaking down the ins and outs of her membership with Fabletics. She weighed in on the most important thing first: quality, quality, quality!! According to her review, which was not sponsored or paid for, she was exceptionally pleased with the quality of the pieces she received. Each piece was sturdy, held its shape and the leggings were an ideal compression to give that toned look that is every girl’s dream look for a great pair of leggings.

 

She showcased some sporty tops, some used the cut-out styles that are so very popular right now, others had pops of fun colors like hot pink. She also said the sports bras fit close to true to size. The consensus was that overall, she was happy with her outfits and would recommend Fabletics to others looking to sport a great look at the gym that is also functional.

 

Honest and informative reviews like this are key as consumers shift more and more to shopping in the digital space. What’s more, the membership models can often leave people hesitant and a wonderful, glowing review is sometimes just what is needed to finally pull the trigger. What’s great about Fabletics is that all the shopping, styling and suggestions are found in their digital showroom. Unlike many companies that build chains of stores only to see consumers leave – likely to buy the same or similar products online at a lower cost – Fabletics utilizes a reverse showroom approach to bring the store to its customers online. It’s a win win for everyone. Fabletics does not have to worry about the high overhead that comes with physical stores, and shoppers know they are getting three great, wonderful quality pieces at the best possible price.

 

If you want to be a trendsetter in your gym, class or on a run, you can visit their site and learn a little more about the styles by taking a free and simple Lifestyle Quiz.

What Does Reverse showrooming have to do with Fabletics?

What Does Reverse showrooming have to do with Fabletics?

Most retails of note in the United States began as brick and mortar stores, physical spaces filled with merchandise, beautifully displayed to attract the buying public. These expanses of physical shopping arenas were called showrooms – a room where retailers could display their offerings. Not long ago, it seemed impossible that any store could succeed without beginning as a physical store. However, Fabletics is based on exactly that nearly impossible concept.

 

Meet Reverse Showrooming

Physical spaces are always expensive. This expense is a particular burden for new establishments that have yet to develop loyal shoppers to help pay the rent every month. Fabletics decided to skip the showroom. Rather than having a physical store, Fabletics decided to take a chance and market directly to the customers electronically.

 

What’s the Difference?

You may argue that all retails that can afford it market directly to customers via television and radio commercials, pop-up ads on web sites and endless paper mailings. The difference is that Fabletics launched without a physical store lurking in the background. There was no mall that had Fabletics listed on their directory, no little town that could claim that they were the birthplace of Fabletics and point proudly to the first store and no busy street that gave Fabletics its initial sales. Nope, Fabletics launched and established itself as a purely electronic store.

 

Without a Showroom, How do People Know What Products They Carry?

Fabletics has a virtually show room. Of course, an electronic showroom is different from a physical one, but Fabletics offers another tweak to that difference: curated fashions. When customers register to be VIP members, they take a short quiz.

 

With each monthly order, Fabletics adds to this database by noting what items of clothing customers accept, what they return for which reasons and what the order as replacements. This gradual exchange teaches Fabletics the tastes and styles that each customer likes so they can tailor their shipments to the expressed interests of each customer.

 

What Happens Once Fabletics have a Customer Base

With a foundational base of VIP customers, Fabletics expands their network through recommendations of existing customers and additional advertising. At this point, with an established foundation, they are rolling out physical stores.

 

However, even the Fabletics physical stores include the information learned through VIP customers. This means that a store in one city features fashions that many customers in that area enjoyed.

 

Everyone is a VIP

The physical stores accept the points and special offers extended to Fabletics VIP members. Additionally, the stores offer the same incentives to new customers as they did with online shoppers, making VIP membership nearly universal.

With reverse showrooming, developing a dedicated VIP customer base and extending that base into physical stores, Fabletics is poised to claim a piece of Amazon’s fashion market and may very well succeed.