To compare one company to Amazon is saying a lot, Amazon is the biggest when it comes to online apparel sales. They are currently bringing in 20 percent of all the sales in that space with thousands of other clothing companies fighting over whatever is left behind. While Kate Hudson’s Fabletics is certainly trying to get sales in the same space as Amazon, they are approaching things in a different manner. Looking at the incredible sales of $250 million in the last three years should be an indication this company has its eyes on a bigger prize than some scraps left by Amazon.
Hudson talks openly about how her athleisure brand is more about membership perks and reverse showrooming than it is low pricing or top quality. To really see how the whole operation is falling into place, we start at the Fabletics store in the mall, and we see women of all ages taking the lifestyle quiz, checking out the latest in active-wear, and trying on all the workout apparel in the store. These women are enjoying the overall shopping experience and the no-pressure efforts of the staff. This is more of a unique shopping experience than it is anything else.
The company doesn’t care if you buy in the store or online, and that could be the secret to the success of Kate Hudson’s Fabletics. The inventory of the e-commerce Fabletics store is much larger than the retail store, and women are spending more money here year after year. Part of the reason is that each of the pieces of active-wear that were worn inside the store at the mall is automatically uploaded to the customer online account. Now when you visit the Fabletics e-commerce store, you instantly can see everything you wore in the store waiting for you in your online cart.
Part of the growing success with Kate Hudson’s Fabletics definitely has to do with membership perks. Uploading your store items is one thing, but members also get free shipping, discounted apparel prices, and even a shopping assistant’s help. Your assistant picks one item every month based on your quiz answers or shopping preferences, and places it in your shopping cart for consideration. Amazon does not do nearly this much for members, and they still charge you $80 for a Prime membership. Kate Hudson’s Fabletics seems to have found a sweet-spot when it comes to selling workout apparel to eager customers.