For any retailer to compete with Amazon, they would have to really be on their game. Amazon has been in complete cruise control when it comes to the apparel niche, pulling in nearly 20 percent of all the sales in this market. Kate Hudson’s Fabletics is trying to give Amazon a real run for their money, having already taken in over $250 million is sales of women’s active-wear, leggings, tank tops, and yoga pants. The entire sales process and benefits have really struck a chord with female shoppers who return time and time again to keep buying the latest in this brand.
To get a better understanding as to why so many women are buying this athleisure brand, we have to look at the entire sales process from start to finish. Starting at the Fabletics stores in the mall, we see women who are trying on all those pieces of active-wear, taking the Fabletics Lifestyle Quiz, and scanning the racks of all the latest in high-quality workout apparel. One of the exciting things that is included with the membership is you try on things at the mall and they are instantly transferred to the online profile. That is the secret to this company, so lets see how it actually works when you see the sales process completed.
When these shoppers are able to kick back and relax, they can head over to the Fabletics website where they continue the shopping experience. Those clothing items they were wearing in the store, tank tops, leggings, yoga pants, all show up in their online profile. Knowing they fit perfectly, these customers are able to just keep adding more items to their online shopping cart without concern. When you compare that to buying one piece of active-wear at eBay or Amazon because you are afraid it won’t fit, you can see how different the sales process really is.
The benefits to shopping at Kate Hudson’s Fabletics doesn’t end there. Unlike other shopping sites online, all orders ship for free and these members also get special discounted pricing on select items. When you take the Lifestyle Quiz, you allow your own Fabletics personal shopper to choose one item each month and add it to your account for consideration. Busy consumers love the idea of someone shopping for them, and it shows in how sales numbers are exploding from year to year. Amazon may not be worried today, but Fabletics is certainly headed in the right direction.