It might not be fair to say that the competition is going to take Amazon down, but in one niche they may be in for a real dog fight. Amazon has been comfortably sitting atop the leader board in the online clothing market, gobbling down 20 percent of the online sales in this one niche. That being said, it appears that Kate Hudson’s Fabletics is making a charge to the front of the pack after pulling in an impressive $250 million in sales of her high-quality workout apparel. Does Hudson have the winning formula to really take Amazon down?
Hudson explains that her athleisure brand is all about high-quality and low pricing, combined with reverse showrooming and her one-of-a-kind membership platform. Take a look how women are shopping at the Fabletics stores in the mall to get an idea how this formula is working for Hudson. Once inside the store, women are trying on all the latest workout apparel in the store, window-shopping when they have time, or simply stopping by to enhance their memberships by taking the Fabletics Lifestyle Quiz. This laid-back and relaxed atmosphere is really connecting with women.
So you may be wondering where does the majority of the sales come from at Fabletics, the answer is at the e-commerce site. Kate Hudson’s Fabletics customers head to the online store at their convenience, and then they really start loading up the shopping cart for one reason. Since they already have been in the store at the mall and tried on the apparel, they know exactly how it fits, Each item they tried on is then moved to the online profile as part of the membership, so women simply select the item and go shopping for more colors and styles of the same. They go from buying one piece to half-dozens in the blink of the eye.
Hudson’s Fabletics customers receive so much more as part of the membership plan. Every order placed online gets free shipping, regardless how long of a member thy have been. membership also rewards these customers with discounted pricing on select workout apparel and active-wear. These customers even get their on personal shopper who selects an item each month based on quiz answers or how the customer is shopping over the months. This all equals a huge challenge for Amazon who offers none of these benefits at a time women want to be pampered.