The reason that Amazon doesn’t have to pay attention to any other online clothing retailers is simple, they are at the top of their game pulling in over 20 percent of all sales in this extremely competitive market. The nearest competitor is off in the distance, and Amazon has comfortably fought off any threats to their profits year after year. Kate Hudson’s Fabletics might be giving Amazon a reason to be paying a little closer attention, having already sold over $250 million in quality women’s active wear and workout apparel. This three-year trend is only increasing, and could threaten the dominance Amazon has enjoyed all this time.
Hudson says that the high-quality of her athleisure brand and the overall shopping experience are the reasons for the huge sales numbers. Women start by heading to the Fabletics stores at the mall to check out all the latest releases in this popular workout apparel. In the stores there is no high-pressure from sales associates, in fact, you see women taking Fabletics Lifestyle Quizzes, window-shopping, and trying on all the clothing that they want. What seems strange to many looking in from the outside is that many women leave the store without ever making a purchase. So how does Kate Hudson‘s Fabletics rake in millions with no retail sales numbers?
The key to the success of Kate Hudson’s Fabletics is when these shoppers decide they want to visit the Fabletics website. This e-commerce store has been designed to make the shopping experience easier for women to shop. Soon as a member who was in the store visits the e-commerce site, they will see all those pieces of apparel they tried ion inside the store sitting there waiting for them. Now having tried on all the clothing already, the only thing left to do is shop for other colors or new releases. These women go from trying on one piece of workout apparel in the retail store, to buying a half-dozen pieces of high-quality active wear online.
Kate Hudson’s Fabletics membership provides these women with a personal shopping assistant, discounted pricing on select pieces of workout apparel, and free shipping for all online orders. Compare that to Amazon, where members pay $80 to get 2-day air shipping and no discounts or pampering. Kate Hudson’s Fabletics is changing the way these female shoppers are making use of their time to shop for the active-wear they love.