Amazon does not have to worry about the thousands of competitors that are in the fashion e-commerce market because they are fighting for scraps at the bottom of that niche. Amazon is sitting comfortably at the top and has been raking in a little under 20 percent of all the sales in the apparel market as a result. While all the others in this space are struggling to keep their heads above water, Kate Hudson’s Fabletics has emerged from that pack and is taking it to Amazon. In a little over three years, Kate Hudson’s Fabletics has already sold $250 million in women’s active-wear.
The secret to the overwhelming success of this athleisure brand is not in the high-quality of the merchandise or the fact a celebrity is attached to the name, the foundation may surprise many. Hudson will tell you that she is seeing a huge spike in sales recently in part to reverse showrooming and the membership perks awarded to her loyal customers. To see how these two impact the sales at Kate Hudson’s Fabletics, we need to head to the mall and to look inside at the Fabletics retail shops. Here you find packed stores with women trying on all the workout apparel, browsing for new arrivals, and even taking the lifestyle quiz.
Whenever a customer in the retail store tries anything on, they are going to find that it gets instantly uploaded to their Fabletics member account. When these shoppers have more time, they log into their account and the cart is already loaded with whatever they were wearing, making the online buying process a breeze. Eliminate the worry of the clothing fitting, and you get women who are buying yoga pants and tank tops on impulse at this point. This is how you start to dominate the fashion e-commerce market when you have a retail giant sitting at the top for years.
In order to make a serious run at Amazon, Kate Hudson’s Fabletics rewards loyal customers at every chance they can. From free shipping, discounted workout apparel prices, to your own shopping assistant, the name of the game here is giving the customers more in value than they could ever spend in cash. Kate Hudson’s Fabletics not only is positioning for a run at Amazon, they are beginning to see them in their sights and close that gap faster than anyone could have anticipated.
In the past decade, many businesses have been establishing e-commerce websites to sell their products. The online business is however dominated by industry pioneers such as Amazon. The company’s site attracts about 20 percent of the online shoppers. Fabletics is a relatively younger firm that was established in 2013. The firm has majored in selling athleisure wear products through its e-commerce platform. It has an excellent subscription service that has currently attracted millions of clients from different parts of the United States. The great strategies that it uses have enabled it to grow into a major competitor of Amazon.
The founders of Fabletics are Kate Hudson, Don Ressler, and Adam Goldenberg. Hudson has been striving to make sure that the products that the firm provides to the clients are durable, trendy, stylish, and fashionable. Athleisure wear makes people feel active and can either be worn to the gym or as casual clothing. The value of the firm has risen rapidly in the past three years, and it is estimated to be about $250 million.
The excellent marketing plan that Fabletics uses has enabled it to grow its brand. Its subscription package has been attracting more clients each day. The growth of the firm has been facilitated by its use of its online platform as well as brick and mortar stores in selling products. Having a double outlet system increases the accessibility of the firm’s clothes to the clients. Fabletics operated 18 physical stores by the end of last year and plans to establish 12 others by mid-2017. The new brick and mortar shops will be located in Illinois, California, and Hawaii.
The membership plan that is offered by Fabletics cannot be matched by its competitors. All its subscribers are sold products at a discount of about 50 percent. Its members are also offered special discounts whenever they purchase clothes from its physical stores. The company sells its customized products cheaply compared to other businesses.
The growth of Fabletics has also been facilitated by its unique marketing plan that is known as reverse showrooming. Many companies do not believe in the tactic, but the firm has used it successfully. Fabletics has been getting more clients in its brick and mortar stores by inviting online shoppers to visit them. Its way of interacting with customers has enabled it to develop long-term relationships with them. The firm also ensures that it offers the best after sales services.
Fabletics has been utilizing online data to assist it in establishing great retail strategies. The type of clothes that it stocks is greatly influenced by sentiments that are made on social media and the preference of the clients. The firm meets that fashion needs of its customers since it understands their tastes. Customers are required to offer some information when they are registering as members, and this enables stylists to determine products that suit them. The firm sends customized clothes to its members once a month. It is devoted to offering to excellent shopping experience to all its customers.
Kate Hudson is the founder of Fabletics, a highly successful online retailer that supplies trendy clothing to their customers. They sell their clothing and accessories primarily online. The key to their success is that they are able to customize outfits for the VIP customer that fit their lifestyle or personality. Kate Hudson’s company is gearing up to take on the Internet’s number one retail contender, Amazon. Kate Hudson’s Activewear line is responsible for Fabletics success and popular enough to win the competition between the two online retail giants.
Fabletics Reverse Showroom Success
People go online all the time to research around and look for clothing or accessories. However, statistics prove that in the past, most shoppers did not necessarily buy the product at that website, but would search for cheaper alternatives in a retail store. The key to Fabletics success is that they encourage the customer to buy online or in their retail store. Either way, the company is going to get a sale out of the customer. In addition, most of the customers at their retail shops are already online subscribers. Therefore, the odds are that they are going to capture a sale either way.
Fabletics is an online retailer that sells clothing and accessories. Their subscription service is perfect for the woman that loves shopping trendy clothing. Kate Hudson is the founder of Fabletics and created a line of clothing and accessories that are designed for the woman with an active lifestyle. The clothing is made out of high quality material, but the cost is very reasonable. In fact, the clothing line is comparable with designer clothing lines that are much more expensive.
Those that join Fabletics and apply for a VIP membership, receive a few extra perks. Therefore, it is a good idea to take advantage of the opportunity to become a VIP member. Every VIP member receives the opportunity to purchase a customized outfit that fits their personality or lifestyle each month. VIP members are allowed to return any outfits that they do not like for free. In addition, VIP members save an average of 50 percent on the outfits that they purchase each month. Fabletics is steadily growing and expanding their trendy clothing line to include clothes for women of all sizes.