The reason Amazon does not have to worry about the competition is because they have enjoyed being at the top of the e-commerce market across many niches for years. In the case of women’s apparel, Amazon is pulling on 20 percent of all the sales online, and the closest competitor changes frequently. When Kate Hudson’s Fabletics began making some rumblings in that space, Amazon had to notice simply because that company took in $250 in sales of women’s clothing in less than three years. Amazon needs to be concerned that Fabletics is not like any of the other competition in this space.
To get a better understanding as to how it is possible to get those types of sales numbers in a niche that was traditionally owned by Amazon, it is important to hear about the success right from Hudson herself. When asked bout what sets her company apart from the rest, Hudson says it is a unique combination of her membership program and reverse showrooming. It doesn’t hurt that her athleisure brand is both high-quality and a fresh new style this industry has been waiting for. The difference with Kate Hudson’s Fabletics is women arrive to the retail store in the mall ready for an experience. They try on all the latest releases of workout apparel, they look at the new yoga pants, they apply for their free membership, they even take the Fabletics Lifestyle Quiz.
The membership offers these women many benefits, such as free shipping for online orders, discounted pricing, and the help of a personal shopper. When these women are relaxed and away from the stresses in their day, they visit the Fabletics website and find all those items they tried on at the retail store waiting for them online in their account. Since the clothing has already be worn, the size sis no longer a guessing game, so these customers buy based on colors, prices, styles, or new arrivals. They buy more online than they would have in the mall, and this is what is setting Fabletics apart from the rest.
Hudson’s Fabletics is blazing a trail that other sellers in this space might not be able to compete with, and one of them being Amazon. Hudson has found a way to connect with her target audience and give them the pampering they deserve while offering them a new fresh choice in the women’s apparel space.
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