When Kate Hudson introduced her Fabletics company to the world, many though she was going to have a rough time since Amazon already commanded 20% of that fashion market. She has been making believers out of many people in these past years, surpassing $250 million in sales in less than three years. The secret to her success is more than just the fact her name is attached to the company, the unique shopping experience is blazing a new trail that might just move her company to the top spot in time.
Talking with Hudson, she explains why her athleisure brand has become so popular in such a short time. It is a combination of a number of key factors that is setting the tone for her success in the fashion world. To start, when you walk into one of the Fabletics retail stores, it is not your typical shopping experience. Women are encouraged to open free accounts to get all the benefits of being a member. Customers are allowed to try on as many pieces of active-wear they like, with no pressure from sales associates. These women are free to window shop as long as they like.
So how does the Fabletics company make money if everyone is window shopping?
Hudson goes on to say that once these women are home and relaxed, they return to the Fabletics website where they see all those items that had been trying on in the store. From here, they can buy the items with free shipping, add more items, or shop around for items in the sizes that fit. Shoppers are also encouraged to fill out a Lifestyle Quiz, which affords them even more benefits. Now you get a personal shopper who uses the answer to your questions and recommends a new piece of active-wear each month for your consideration. Your shopper already knows your sizes, taste, and simply gets you to consider new releases even before they hit the retail stores.
The Fabletics name has been gaining in popularity, and not just because it is attached to Kate Hudson. This is more about a shopping experience catered to each woman, providing high-quality at low prices with free shipping. This appears to be a win-win for women too busy to ht the malls each day to update their wardrobes. This reverse-showrooming combined with a membership profile seems to be a winning formula that is slowly dominating a space only Amazon held for so long.