While putting Amazon on the run might not be the correct term, there is one company that is giving Amazon a real run for the money as of late. To better understand how big of an accomplishment this can be, look at how Amazon is doing as far as sales in the online apparel market. They are destroying all the competition, and raking in over 20 percent of all the sales in this very crowded market. That does not seem to have concerned Kate Hudson’s Fabletics because they have been gaining ground these last few years and pulling in over $250 million in sales of workout apparel in the same space.
Listen very closely to how Hudson talks about her athleisure brand, it is more than just trying to promote the fact she is a celebrity, the merchandise is high-quality, or the prices are low. To hear Hudson, she is talking more about her unique membership program and the reverse showrooming sales practice instead. Drive over to the mall and look at how sales are taking place inside the Fabletics retail store. Here you will discover this in not your average shopping experience. There are women here trying on all the new active-wear, women taking the Fabletics lifestyle quiz, and plenty of women doing nothing more than window shopping.
Now where the real money begins to change hands is at the Fabletics e-commerce store. Part of the incredible perks of having a membership is that every piece of active-wear that you try on in the mall, from leggings, tank tops, to yoga pants, all gets transferred to your online profile for you to consider buying at a later time. The advantage of shopping online is that you will discover the inventory is much more diverse. So now that you have eliminated the size concern from the equation, you can simply shop and shop and shop.
Additional perks of the Kate Hudson’s Fabletics include discounts on all workout apparel, free shipping for online orders, and even your very own personal shopping assistant who uses those quiz answers to select items you may want to purchase down the road. Amazon should be paying very close attention to the success of Kate Hudson’s Fabletics because if they think this is just another company that will disappear, they are going to find themselves chasing a new top dog in no time at all now.