In order to pass Amazon in sales of apparel, you have better be selling quite a large amount of clothing. Amazon is selling in one of the most competitive markets in the world and they are easily pulling in over 20 percent of all the sales in this space. That is something not too many clothing retailers can pull off, but that being said, it looks like there is one company that really is serious about catching and passing Amazon. Kate Hudson’s Fabletics has been making huge gains in just three short years, having pulled in over $250 million in sales of high-quality women’s workout apparel.
Hudson says that the secret to the success of her company lies in the foundation of the sales process. It is both reverse showrooming and her membership package combined that is making the difference, and the numbers simply do not lie here. Take a look at how the sales process actually takes place by going to the Fabletics store at the mall, here you see the athleisure brand literally selling itself. Women are trying on as many pieces as they can, they are window-shopping on their break, and they are filling out the Lifestyle Quiz, even though many leave without buying anything at all.
How does Kate Hudson’s Fabletics hit $250 million if shoppers are not being pushed to buy at the stores in the mall?
The secret lies in what happens when the same female customer find the Fabletics website. This e-commerce site has a vast inventory of the latest women’s active-wear, and those with a membership really do reap some amazing rewards. First, since these women have already tried on the clothing in the mall, they find those items now sitting in their online account for consideration. That takes a degree of the guesswork away, so instead of buying a pair of yoga pants and hoping they fit, these women already know the items flatter their body, and they buy more and more pieces they didn’t see in the store simply based on color and style.
Kate Hudson’s Fabletics membership benefits include a free shopping assistant, discounted active-wear pricing, and free shipping for all online orders. Pampering is the name of the game, and the $250 million is an indication these women are loving buying here. If Amazon does not pay closer attention to Kate Hudson’s Fabletics, we may have a new retailer sitting at the top spot soon.