Amazon is the clear front-runner when it comes to the fashion e-commerce market, leaving just about all others in their wake. To get a clear picture how dominant Amazon really is in this space, of all the thousands of other fashion e-commerce retailers fighting for sales, Amazon gets 20 percent of everything. That being said, Kate Hudson’s Fabletics doesn’t appear to be content mulling around and picking up scraps, having already sold $250 million in women’s clothing online in only three years. This doesn’t appear to be just a fad or passing trend, Kate Hudson’s Fabletics appears to be getting stronger each year.
When you try to get to the bottom of the success of this athleisure brand, all you need do is talk to Hudson about what separates this company from the likes of Amazon. Hudson says that the ultimate success of her brand comes down to reverse showrooming and the amazing perks of the Fabletics membership plan. We start our search for the success of this company by looking inside one of the Fabletics stores at the mall. This is not your average clothing store. Women are here to apply for the membership plan, try on all the workout apparel in the store, and even take the lifestyle quiz.
Once you have tried all the leggings, tank tops, and yoga pants on in the store, then you have to go online to see how everything comes together. As a member of Fabletics, those items you were trying on are moved to your online profile, so you can basically continue shopping the vast online inventory at your convenience. Now that you know how the active-wear fits you inside the store, shopping online just got that much easier. There will be no guessing about the way things fit, so shoppers tend to grab more and more pieces as they surf the Fablectics e-commerce site.
The benefits of Kate Hudson’s Fabletics membership don’t stop there. Membership also includes free shipping for any online orders, your own shopping assistant, and discounted prices on clothing throughout the store. The combination of these perks and the ease of shopping has really resonated with women looking to be treated like valued customers and not just another statistic. Amazon may be in the top spot today in the fashion e-commerce market, but Kate Hudson’s Fabletics seems to be blazing a trail to the top in record time.