In order to really understand if a clothing company has what it takes to compete with Amazon, we have to look at how dominant Amazon has been over the years. Looking at just the online clothing market, even though this is one of the most competitive markets, Amazon is drawing in over 20 percent of all the sales. Now while this might scare any other clothing company, Kate Hudson’s Fabletics is actually closing ground on Amazon, having pulled in an impressive $250 million in sales of women’s active-wear and high-quality workout apparel.
When you talk to Hudson about her athleisure brand competing with Amazon, she credits the success of the company to reverse showrooming and membership perks. Both of these sales components work perfectly for this company, so we take a little walk to the Fabletics stores in the local malls to see them in full swing. This doesn’t appear to be your average clothing store. There is good reason why this company has made incredible sales numbers in the last few years. Store associates do not pressure customers to buy, in fact, women are trying on everything in the store, getting their free memberships, taking the Fabletics lifestyle quiz, and just enjoying this unique shopping experience.
When these women visit the Fabletics online storefront, they see all those items that they purchased in the mall will be uploaded to their online profile. Since they tried the workout apparel and active-wear on in the mall, there is no concern about the sizing and these customers can surf the larger online inventory for leggings, tank tops, and yoga pants. Instead of being hesitant to buy because of not being sure if the clothing fits like you experience at eBay or Amazon, at Kate Hudson’s Fabletics you simply fill up that online shopping cart with every impulse buy that you like.
Compare the buying experience at Fabletics to when you shop at another online clothing retailer. When you are looking for something that will fit your frame perfectly at the gym, you order one piece and when it arrives a week or two later you return it because it doesn’t quite fit well. By the time you get the right size, a month could have passed with all that back and forth shipping. At Fabletics, you know the clothing fits because you wore it already at the mall, so within days you are out with your new active-wear.
Kate Hudson’s Fabletics also rewards loyal members with free shipping for online orders, discounted apparel pricing, and the aid of your very own shopping assistant. Based on quiz answers and your shopping history, your shopping assistant picks one item each month for your consideration. The theme here at Kate Hudson’s Fabletics is all about pampering the female clientele. The large inventory, fresh new styles, lower pricing, and high-quality, are just some of the reasons this company is seeing such huge sales numbers. Amazon could finally have some real competition in the way of Kate Hudson’s Fabletics now.