Anyone who has bough apparel online in recent years knows that Amazon has become the king of this space, and when it pertains to the women’s active-wear industry, this retailer is pulling in 20 percent of the total sales. If Amazon thinks they can just kick back and enjoy riding this wave for the foreseeable future, they may want to take a closer look in the rear-view mirror. Kate Hudson’s Fabletics has been gaining ground on the e-commerce giant and $250 million in sales in only a few years could mean we may have a new leader in this space very soon.
Hudson elaborated on the success of her company, and most of the credit went to the sales process of reverse-showrooming and her rewarding membership program. This athleisure brand is high-quality and low pricing that appeals to the masses, but look how things are transpiring down at the Fabletics stores in the mall to get a real feel for the success of this company. On any given day, you will see women of all ages trying on the latest pieces of women’s active-wear, shopping for deals, taking the Lifestyle Quiz, or just walking in to activate their Fabletics membership. The real power of the sales process here at Fabletics actually occurs when these same women are shopping at the e-commerce website of Fabletics.
When all these women who have been trying on workout apparel at the retail Fabletics stores head to the online site, they really get excited. Everything that was tried on will now appear online too, so if a pair of yoga pants fit perfectly in the store, all the guesswork of picking a size has been eliminated online. These customers can simply surf the huge online inventory at the Fabletics website, adding new arrivals and different colors than they tried on in the store. Hudson says shoppers who used to buy a single piece in the store will buy half a dozen online. That is how you sell $250 million in high-quality active-wear in three years.
Kate Hudson’s Fabletics is changing the buying experience for women looking for fresh and fun styles in the workout niche. The company has discovered how to take potential buyers and convert them to loyal customers. The success of Kate Hudson’s Fabletics appears to be for the long-term, and e-commerce sites like eBay or Amazon need to start paying closer attention to the sales process that is working here or they run the risk of being run over.