Amazon has been able to distance themselves quite easily from all the competition in this fashion e-commerce market because they have not had any real threats to their position in may years. Amazon has been in that driver’s seat for years, being able to command 20 percent of all the sales in an extremely crowded market. Kate Hudson’s Fabletics has their sights on Amazon, and has been closing that gap year after year. In order to see how dominant Kate Hudson’s Fabletics has been, look at the $250 million they have made in sales of workout apparel and active-wear for women.
The success of Kate Hudson’s Fabletics is no secret, in fact, all you have to do is to ask Hudson herself to provide details to how this brand could have made such a run. Hudson will tell you that the reason her athleisure brand has sights on Amazon is because of reverse showrooming and the Fabletics membership perks available. Just look inside the mall at the retail Fabletics stores, what you will discover inside those stores is not what you would expect. Just look at all those shoppers who are taking the lifestyle quiz, trying on the workout apparel, and feeling no pressure from sales associates as they browse all the new active-wear releases.
To be able to be a force in this fashion e-commerce market, you need to be making sales online that are exploding your bottom line. This is exactly what is happening at Kate Hudson’s Fabletics, more than even Amazon could have imagined. Since customers are already in the stores shopping, what happens is that each piece you try on will be uploaded to your online account. This is why the Kate Hudson’s Fabletics are not pressuring people to buy, but encouraging them to try on whatever they want. When the customer has time, they go online and those pieces are in their carts and they can pick up exactly where they left off.
This is not the only reason sales at Hudson’s Fabletics are off the charts. The membership perks for loyal customers include help from your own shopping assistant, free shipping for any order placed at the e-commerce site, and huge discounts on active-wear. The Kate Hudson’s Fabletics shopping experience is not typical for the apparel industry, but it appears to be exactly what was needed for this clothing company to be able to compete with Amazon.