Archive for July 7th, 2017

Kate Hudson’s Fabletics on Pace to Pass Amazon07.07.17

Amazon has been the dominating force in online clothing sales for many years. If you want to see how big a force, just look at how many thousands of competitors are fighting for the same apparel dollars, and how Amazon is taking in 20 percent of all those sales. One clothing company is not sitting idly by and allowing the giant to keep making all the money, Kate Hudson’s Fabletics is actually breaking sales records as they are working hard to actually pass Amazon in the very near future. When you are bringing in over $250 million in workout apparel sales, you must be doing something right.

 

Hudson speaks of her athleisure brand this way, it all comes down to a very unique membership platform and the sales process of reverse showrooming. To see the whole process working in real-time, we need to take a look at how things are going at the Fabletics stores inside the local mall. This is certainly not your average clothing store, women are enjoying the laid back relaxed atmosphere for sure. You will not see pressure from sales associates trying to make commissions, it is all about pampering the customer at these stores in the mall.

 

Inside the stores at the mall you find women who are requesting membership, enhancing the membership by taking a lifestyle quiz, window-shopping, and trying on all the clothing that they want while inside the store. Part of the perks of membership include items tried on in the store being uploaded to the Fabletics online store. This means that once these women have time to relax, they can log into their account and see everything they had already tried on inside the store waiting for them to complete that purchase. Knowing your size allows you to shop online and add many pieces you could not find at the mall.

 

Compare this shopping experience to one at Amazon or eBay. There you choose something you want and hope that the size is correct. Since all clothing manufactures cut their clothing differently, a medium in one brand could be much smaller in other. So you pay to have your workout apparel shipped, and when it is wrong, you have to ship it back and order again. By the time you finally get the right pieces to your home, this process may have taken several weeks and certainly become tiresome at this point.

 

Kate Hudson’s Fabletics members also get free shipping for their online orders, unlike other clothing retailers. Members enjoy discounted clothing deals, and even the assistance of a personal shopper. Your shopping assistant picks a piece of active-wear based on your lifestyle quiz answers, placing it in your cart for future consideration. When you are shopping at Fabletics for yoga pants, tank tops, or leggings, you are getting the lowest possible prices, fastest shipping, and best quality, not to mention pampering like no other clothing retailer. Amazon may not be enjoying that top spot for very much longer if things continue like this.

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