Take a closer look at how dominating Amazon is in the online apparel niche, pulling in a stunning 20 percent of all the sales in that niche. The amazing thing here is that there are thousands fighting for ever sale of clothing, and Amazon is taking one of every five dollars being sold. That does not seem to scare Kate Hudson’s Fabletics, as they have been on somewhat of a meteoric rise in sales over the last three years, pulling in a whopping $250 million and showing little signs of losing momentum.
To hear Hudson take about the ultimate success of her athleisure brand, we simply need to look at only two aspects of her sales. On the one hand, she is capitalizing on the reverse showrooming process, on the other she is rewarding her customers with numerous membership perks. Take a closer look at exactly what is going on down at the Fabletics stores in the mall. There you see women in the retail store buying all the newest workout apparel, taking part in the Fabletics lifestyle quiz, and trying on everything they can get their hands on. This is key, because each piece that you try on in the store is then moved to the online shopping cart too.
Online shopping at Fabletics is the real key to the success of this brand. When these women have more time to relax and surf the enormous online inventory at Fablectics, they will be in a better position to buy without having to worry if the clothing fits them. Since they trued the clothing on in the mall, they are free to just browse the expansive inventory and start stuffing their shopping cart with yoga pants, leggings, or tank tops. The convenience of shopping online has provided a huge boost to the sales numbers at Kate Hudson’s Fabletics.
Membership benefits are plentiful at Kate Hudson’s Fabletics. Shoppers not only have the store items uploaded to their online accounts, they get free shipping for online orders, discounted workout apparel pricing, and the help of their own shopping assistant. Your shopping assistant picks one item each month based on your quiz answers and shopping profile, and adds it to your shopping cart. Amazon is making their money by charging $80 to become a member that received discounted shipping. Kate Hudson’s Fabletics customers are getting treated like valued customers, and they are responding by purchasing the active-wear in record numbers.
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