When Amazon is watching what you do, then you must be doing something right. Amazon has enjoying dominating the competition on the apparel industry for years, and today pulls in nearly 20 percent of that entire market. The reason that Amazon is so concerned is because it seems that out of nowhere Kate Hudson’s Fabletics has suddenly taken in over $250 million in sales of women’s workout apparel and active-wear. With numbers like that, it is only a matter of time before it begins to negatively impact Amazon and their bottom line.
To hear Hudson talk about her athleisure brand, she mentions high-quality, new styles, and shape fitting technology. As far as sales, she credits both her membership package and the sales technique known as reverse-showrooming. These aren’t new concepts, but the way this company presents them to customers really resonates with them and has them lining up to buy. Looking at the Fabletics retail stores at the local mall, we see women lining up to get their membership while taking the free Lifestyle Quiz. These same women will try on just about everything in the store without having to deal with the pressure of a sales associate trying to move merchandise. This relaxed atmosphere is changing the way women shop for active-wear.
Once these same consumers are home and can head to the online store, the magic begins to happen. Fabletics members who tried on the apparel at the store will be able to find all those items waiting right in their online profile. Now since these items were tried on and fit perfectly, there is zero guesswork when it comes to selecting workout apparel. Without having to worry if the items fit, these women shoppers are then able to shop without restriction. This is part of the reason that sales are exploding at the e-commerce site, women no longer have to wait to see if the apparel arrives and will fit them or not.
Included with the membership is free shipping for online orders, a personal shopping assistant, and discounted pricing on various pieces of workout apparel. Combine all these benefits with the ease of shopping and high-quality merchandise, and you see why Amazon is going to have a challenge ahead of them maintaining that top spot in the retail apparel market. Kate Hudson’s Fabletics shows no signs of slowing and is only ramping up production for the biggest year yet.