Unless you have been sound asleep under a rock for the last ten years, you know when it comes to the sale of online apparel that no one can compete with Amazon. They have been commanding 20 percent of all online apparel sales in a niche where thousands are doing anything to get the edge over one another. Now enter into the conversation Kate Hudson’s Fabletics, a company that is bucking the trends and going after Amazon head on. In the last few years, Kate Hudson’s Fabletics sold $250 million of their women’s workout apparel.
To understand why this company has been able to do what so many others have failed at, we only need to talk with Hudson herself to get the dirt. When she talks about the success of Fabletics, it all comes town to a few key sales fundamentals, reverse showrooming and membership benefits. There has to be more to this than those two components, yet Hudson says take a ride to one of her retail stores and you will see exactly for yourself how they are the foundation to everything that makes her company thrive today. Inside the mall stores, you see women trying on yoga pants, window-shopping, even taking the Fabletics Lifestyle Quiz. When women leave the store without buying, you might think this is a sign the company is headed into a downward spiral.
The reason women are leaving the store without buying may actually surprise you, and is the key to the success of this athleisure brand.
Now these women all know that by trying on the active-wear inside the mall stores triggers those items to be uploaded to their online Fabletics account. What that means is they can shop online at their convenience, knowing the sizes they already tried on fit them perfectly. When they return to the Fabletics site, they can choose new arrivals, new colors, all based on the size they already know is perfect.
Add into this mix numerous Fabletics customer membership perks like free shipping for all future orders, discounts on all workout apparel, even the assistance of a Kate Hudson’s Fabletics personal shopping assistant. This is how you turn a shopper to a loyal customer, you pamper them at every stage of the buying process and give them reasons to come back each month for more. Amazon charges its customer for a membership that only offers discounted shipping, part of the reason Fabletics is growing its bottom line.