Whenever a company threatens to take on Amazon, the end result is usually the same each time. Amazon has not made it to the top spot year after year by taking the competition lightly. One company however is poised to shake the foundations of Amazon, even though Amazon owns 20 percent of the market share in the women’s apparel niche. Kate Hudson’s Fabletics has been climbing over the competition and in three short years has already sold well over $250 million in active-wear and workout apparel.
When Hudson was asked bout the ongoing success of Fabletics, she responds by saying the company is exploding in popularity due to the unique membership program and a process known as reverse show-rooming. To get a better understanding of how this process works, we need to get over to the Fablectics retail stores at the local mall. Here you see women coming by during their busy days to try on the latest active-wear releases, grab a free membership, and just get their hands on this high-quality athleisure brand. Most women window-shop while they take the Lifestyle Quiz, then leave the store and continue on their day.
If these women are not all buying, how does Fabletics command $250 million in sales in the last few years?
The secret to how Kate Hudson’s Fabletics keeps racking up the sales all has to do with when the customer shops at the online site. Having already tried on a number of outfits, those that fit the best have already been uploaded to the members online profile, where they can now continue to shop of to select other pieces of active-wear based on the size that already flatters their body. Unlike buying at Amazon and having to guess if the clothing will fit, all the guesswork is now eliminated, and the reverse showrooming process takes charge. Many women who tried on one outfit will easily buy four or five difference pieces of workout apparel online.
Another reason for the success of Kate Hudson’s Fabletics has to do with the membership benefits. Now that they have taken the Lifestyle Quiz, they unlock lower pricing, free shipping for online orders, and they even get the assistance of a personal shopper. Combine all these benefits with the ease of shopping knowing you are getting a size that fits your body perfectly, and Kate Hudson’s Fabletics has certainly found a winning success formula.