Will Kate Hudson’s Fabletics Continue to Close the Gap on Amazon?

Looking at it from the perspective of Amazon, with a whopping 20 percent share of the online apparel industry, they really don’t worry too much about anyone taking business away from them. That all looks like it could be changing as Kate Hudson’s Fabletics is gaining ground on the biggest retailer on the planet. In the last couple years, Kate Hudson’s Fabletics has pulled in an impressive $250 in sales, and things seem to only be improving for the celebrity and her women’s fashion company.

 

So how does Hudson explain this meteoric rise to the top in such a small amount of time. Hudson says that her company is a perfect blending of a membership platform and reverse-showing, done to perfection. Hudson went on to explain the process in action, and it really is unlike anything the fashion and apparel world have ever seen. To start, women stop by the Fabletics stores in their local mall and are able to sign-up for a Fabletics membership and enhance that membership by talking the Lifestyle Quiz. These customers can now wander the store and try on things they love, knowing they don’t have to buy anything because it is being saved to their online profiles for consideration at another time.

 

This is where the reverse-showrooming and membership program come to pay high dividends for Kate Hudson’s Fabletics bottom line. When customers have the time, they can relax and take their time on the Fabletics website and browse all the new arrivals or consider the athleisure brand they already tried on. Knowing already which items fit perfectly, shoppers can add similar items based on size or shop the new arrivals section to be the first in they gym with new workout apparel. Women are spending more than they thought they would in the store, and it only helps to increase the overall popularity of this growing apparel company.

 

With the membership to Fabletics, shoppers enjoy low pricing, free shipping, and even the assistance of a personal shopper. That shopper will select a single piece of high-quality active-wear each month and drop it in the customer’s shopping cart to consider buying or not. Even shoppers who are too busy during their hectic month to shop, know they can log in and see what their shopper has selected for them. This unique twist on the traditional shopping experience has Kate Hudson’s Fabletics poised for big things.

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