In order to outsell Amazon in any market, you need to be selling record amounts of products. Even in the highly competitive clothing market, Amazon is eating up 20 percent of the sales and all the other thousand retailers are left to fight over whatever is left. One company appears to not want anything to do with those scraps, looking to actually pull away from Amazon in the process. Kate Hudson’s Fabletics has already sold $250 million in workout apparel in only three years, and outselling Amazon is only a matter of time.
Hudson talks about the ultimate success of her athleisure brand, and it appears to all come down two a few key components. On one hand, you have this rewarding membership plan that givers customers more than they could ever imagine just for shopping for workout apparel. Then you have the reverse showrooming process that makes purchasing easier and faster. Finally, you are getting high-quality merchandise that is on the cutting edge of fashion this year. The Fabletics retail stores in the malls are packed with women trying on the latest styles of active-wear, taking the lifestyle quiz, or simply window-shopping when they have a few minutes to themselves.
So let us look to see what separates Kate Hudson’s Fabletics from other clothing retailers. Take a look at what happens when Fablectics members shop at the e-commerce site. If they were trying on anything at the mall, those pieces of yoga pants, leggings, or tank tops, are all moved to the online profile for consideration. If the clothing fit at the mall, all these customers have to do now is simply start looking for exciting colors, styles, or new releases that fill the online store. Rather than ordering one piece like you would at Amazon, since you know the merchandise already fits, you begin adding piece after piece to you online shopping cart.
Kate Hudson’s Fabletics membership rewards also include discounted pricing on workout apparel, free shipping for online orders, and your own shopping assistant. Your personal shopper selects one item at the beginning of the month and puts it in the cart for you to consider. They base their choices on your lifestyle quiz answers or buying patterns. If Amazon is not paying very close attention to how Kate Hudson’s Fabletics is pampering their customers, outselling Amazon will be the least of their worries as a new king or queen of apparel rises to the top of the apparel market.