Being able to make more sales than Amazon in any niche is a huge undertaking, to do it in the clothing market is almost impossible. Amazon takes in around 20 percent of the sales in online apparel each year, leaving thousands of clothing sellers to fight for the rest. One company is not only hot on the tail of Amazon, they may be equal with them very shortly. Kate Hudson’s Fabletics has sold $250 million in workout apparel and active-wear in the last three years, and with those types of sales numbers, could be closing the gap to Amazon in the very near future.
To hear Hudson talk more about her success and the popularity of her athleisure brand, she says it is more than just the fact that her clothing is of the highest quality. Reverse showrooming and a creative membership package seem to be driving customers to spend more per transaction on her apparel than anywhere else. First you have to see how things shake down at the Fabletics stores at the mall. No pressure here, women buying at the mall during their lunch breaks, trying on all the latest in workout apparel, even taking the time to fill out the Fabletics lifestyle quiz.
Where you see the explosion in sales occurs at the Fabletics e-commerce site. Part of the perks of being a member means that everything your wore in the mall gets moved to your online profile. If you found a pair of yoga pants or tank tops that look amazing on you, now you simply click the item and shop the enormous online inventory for styles, colors, or new arrivals that are the same size. By eliminating that degree of worry if the clothing will fit, these female shoppers are free to surf the pages of the e-commerce site and keep adding things to the shopping cart.
In addition to the ease of shopping online, all Kate Hudson’s Fabletics members get free shipping for those orders, discounted pricing on select apparel, even the assistance of their own personal shopper. Your shopping assistant will review your buying habits and quiz answers, then select something they think you will fall in love with. This entire sales process is more of a shopping experience, and women are recording record sales for the company as they continue to expand their inventory and offer more in saving to loyal customers.