Take a good look at where Amazon is sitting when it comes to the fashion e-commerce market, even with a few thousand other clothing companies trying to get to the top, Amazon has been perched there for years without anyone really closing that gap. Just take a look at how they are crushing the sales in this market, dominating all other clothing companies by selling 20 percent of all the apparel in this niche. Then what seems like out of no where, you have Kate Hudson’s Fabletics selling $250 million in women’s apparel in just under three short years to really spoil the party for Amazon.
The sudden explosion onto the scene by Kate Hudson’s Fabletics has a lot to do with the way this athleisure brand is sold. Hudson will tell you it really comes down to only two different sales techniques, here membership benefits for loyal customers and the sales technique better known as reverse showrooming. All you need to do is drive over to the local mall to see these processes in effect. The Fabletics retail store is full of women who are trying on all the latest yoga pants, tank tops, and leggings. These same women are taking the lifestyle quiz, window-shopping, and browsing the racks for any new releases.
To be able to really dominate in this fashion e-commerce market, you better have been making some serious sales when these same customers come to your website. That is exactly what is happening when these women head over to the Fabletics e-commerce store. Since they have been trying on all the latest active-wear inside the store, those pieces of workout apparel are instantly uploaded to the member’s account so they can simply continue their shopping experience where they left off. That is exactly what happens, and since they are not worried if the clothing will fit, they go impulse shopping in record numbers.
While that may be part of the success of Kate Hudson’s Fabletics, the membership perks are certainly getting the attention of these female shoppers. Perks also include discounted pricing throughout the online and retail stores, free shipping for online orders, and your own shopping assistant who uses your quiz answers to select a piece each month for you. Amazon may have been quite comfortable at the top, but Kate Hudson’s Fabletics has crept right up alongside them and is poised to make a deeper run in the future.