The simple truth in the online apparel world is that you simply can not get to the top without climbing over Amazon first. The reason this is such a frustrating proposition for so many clothing companies is because Amazon commands around 20 percent of the entire apparel industry. That being said, it seems that Kate Hudson’s Fabletics has not gotten that memo and is making huge strides to get to the top of the women’s workout apparel niche on their own merits. In just over three years, Kate Hudson’s Fabletics has brought in $250 million in sales of high-quality active-wear to the surprise of all those other clothing retailers.
Pay very close attention to when Hudson talks about her athleisure brand. Notice that she is not talking about high-quality or low pricing as the catalysts for the success of her brand, she is talking about reverse showrooming and membership perks. Her plan is to give her customers more in value than they could every pay for. Look at what is happening at the Fabletics stores inside the malls. Here you see women browsing all the new arrivals in workout apparel, taking part in a lifestyle quiz, and trying on all the active-wear they can. Each piece of apparel tried on inside the retail store is also moved to the online cart for future consideration.
That is exactly what is causing the explosion in sales at Kate Hudson’s Fabletics. Whether these women are window-shopping or just trying on new arrivals in workout apparel at the mall stores, they know when they have more time to shop, they can find all those items waiting for them online. So they visit the Fabletics e-commerce store when they have time, and without the concern of sizing, they begin to fill up their shopping carts with everything from leggings, yoga pants, to tank tops. Instead of buying a pair of leggings and worry about size issues, they are buying a half-dozen pieces of the latest active-wear now.
The membership perks at Kate Hudson’s Fabletics do not stop there. These customers get free shipping for the online orders, discounted pricing on the vast online apparel inventory, and even their very own shopping assistant. Amazon doesn’t appear to be changing their business model any time soon, and that may be the reason Kate Hudson’s Fabletics is able to gain even more ground on the online clothing retail giant this year.