Amazon has been on the top of the e-commerce sales in the women’s apparel niche for years, today commanding a staggering 20 percent of that niches sales. Amazon has also seen dozens if not hundreds of apparel companies that were supposed to be the next big thing come and go. One company Amazon must be paying close attention to is Kate Hudson’s Fabletics, already crushing the market space and walking away with $250 million is sales in just a few years. If Amazon wasn’t looking before, they most certainly are paying attention to Kate Hudson’s Fabletics now.
Hudson was reached for comment on the success of her athleisure brand, and the simplicity in her answer really must have Amazon pausing for concern. Hudson says that the secret to her success in the highly competitive apparel niche comes down to reverse showrooming and her unique membership platform. Looking at these processes in action, we first have to visit the Fabletics retail store in the mall, where we see women of all ages trying on the active-wear, looking at the latest releases in workout apparel, signing up to get their free memberships, and even taking the Lifestyle Quiz.
As a member of Kate Hudson’s Fabletics, everything you wear in the retail store is placed in your online account for further consideration. The key to the reverse showrooming process is that these same women who were in the store will eventually go to the Fabletics website and continue shopping. Since they already know how each piece of workout apparel fits their body, they shop for similar items, they buy different colors, and they search in the new releases section for items based in the size they already know flatters their body. Unlike when these same women used to shop at Amazon and return all their purchases because nothing quit fits, the Kate Hudson’s Fabletics apparel is a perfect solution for shopping convenience.
Those who have a free membership to the Kate Hudson’s Fabletics stores will enjoy free shipping online, lower pricing, and a personal shopper who will choose a new item each week for the customer to consider. Women love being pampered, and having your own shopper combined with quality merchandise at discounted prices is the perfect solution for their shopping concerns. Amazon should be very concerned because this company appears to be gaining steam when others in this space are losing serious ground.