In order to surpass the leader in any industry, you have to be working extremely hard to grow those numbers so you can sustain enough momentum to make the pass and stay in the forefront. The reason this is such a challenge for most companies is Amazon has such a commanding lead over the nearest competitor as they control 20 percent of the total sales in the apparel niche alone. Kate Hudson’s Fabletics has been growing their sales numbers over the past three years, and in that short amount of time they have brought in an impressive $250 million in sales of workout apparel and active-wear.
Hudson says the appeal of her athleisure brand has to do with more than the clothing being made from high-quality materials, it is a unique blending of a rewarding membership plan and reverse showrooming. To see what Hudson means in real-time, we have to first look at what is happening at the Fabletics stores in the local malls. Women of all ages shop with no pressure from sales associates to move merchandise, in fact, customers are encouraged to window-shop, browse new arrivals, take a Lifestyle Quiz, or try on all the apparel they like. This relaxed atmosphere is just part of the appeal of the entire shopping experience. Many women by nothing here at the retail store, so how does Kate Hudson’s Fabletics make any money.
Perhaps the secret to the ultimate success of Fabletics has to do with the e-commerce shopping experience. This is where women will eventually shop when they can take time out from their busy day, and what happens is everything they wore at the retail store is now waiting for them online to buy. The part of the equation where you worry if the clothing will eventually fit you has been removed from the equation. Now all you have to do is to simply start adding new arrivals and different colors to your online shopping cart and wait for your workout apparel to arrive.
Contrast this to the buying at eBay or Amazon, where you buy a single piece in the hopes it fits first. By the time you send it back and get the right size, the thrill of shopping has worn off. Kate Hudson’s Fabletics membership rewards its loyal customers with discounted pricing and free shipping for online orders. Members also have access to a personal shopping assistant who is going to look over the quiz answers and select one piece each month that they think will suit you well.
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