To say that another clothing company even has a chance at catching or beating Amazon says a lot, Amazon is sitting comfortably in that top spot and pulling down well over 20 percent of all the sales in this extremely competitive market. Even with that type of lead on the nearest competitor, one clothing manufacture of women’s apparel is in fact closing the distance to the number one spot. Take a closer look at Kate Hudson’s Fabletics, you might be surprised that this company was able to net $250 million in sales of workout apparel in just a few years.
Listen closely as Hudson talks in detail about her athleisure brand, and what you are going to discover is that this is more than just low-cost workout apparel and high-quality merchandise. Hudson says that she gives the majority of the credit for all those sales to a sales technique better known as reverse showrooming, and her rewarding customer membership program. Look at these women as they are shopping the Fabletics stores in the mall and you are going to discover this is not your everyday shopping experience.
In the retail stores at the mall, women are shopping around for deals, they are applying for membership, they are taking the lifestyle quiz, and they are trying on as many pieces of active-wear as they can. The amount of sales in the retail store are not the deciding factor to Kate Hudson’s Fabletics success, the real power comes from what these same women do when they are shopping at the online store. The e-commerce store is linked to the mall store, so anything you tried on and liked, is moved to your online account for future consideration. Women go online, see things they know fit, and the buying process just got that much easier.
Look at that shopping experience compared to what happens when you are looking to buy clothing at sites like eBay or Amazon. You think you found the perfect pair of leggings or tank tops, you pay good money to have the shipped, and they arrive but don’t fit. You have to ship them back, then order a different size and hope that will fit. By the time this shipping process is through, weeks could have passed you on by. At Fabletics, you get those pieces that flatter your unique frame so you can wear them to the gym this week.
The benefits of Kate Hudson’s Fabletics are even more rewarding, like free shipping for those online orders and even discounts on all workout apparel. If you took that lifestyle quiz, then you now have a personal Fabletics shopping assistant who is looking for a new item each month they think that you might enjoy. The whole experience is geared towards giving these female clients what they want, and that is to be appreciated and pampered. This is something Kate Hudson’s Fabletics has no trouble giving to their customers, and those shoppers have been turning to loyal customers ever since.