Most people who get into the fashion e-commerce ring would never think of trying to do battle with Amazon. The Amazon selling machine has controlled 20% of the fashion e-commerce space for years, that is until recently when Kate Hudson’s Fabletics decided to make waves in this space. In the last few years, Hudson has seen her company explode to over $250 million in sales, and there appears to be no signs of her sales slowing down.
How could such a small company grow so fast, the secret lies in a process called reverse-showrooming.
Ask Hudson how she was able to grow her fashion brand so fast, she credits the success to a number of factors. Her athleisure brand is high-quality at affordable pricing, but the shopping experience is where her stores are blazing new trails in the e-commerce world. Shop in any one of the Fabletics retail stores, and you will discover that there is no high-pressure sales tactics here, in fact, you are encouraged to go ahead and try on the merchandise to see which fits your frame the best. In a normal retail setting, leaving without a purchase is just bad business, not with Kate Hudson’s Fabletics.
To get a better understanding as to why her company is growing each year, you have to look at how these women are shopping. Hudson says the women come by the store, open a free account, then fill out the Lifestyle Quiz. They try on some high-end active-wear, and leave the store without buying, for now. When these women are home and relaxed, they go to the Fabletics website and see all the items they tried on in the store. Now they can complete the purchase, or buy something based on the sizes and styles they know they already look great wearing.
Unlike shopping on Amazon, these ladies know what they are buying will flatter their shape and fit them perfectly. When a shopper returns to the Fabletics website each month, a personal shopper has selected new apparel based on the Lifestyle Quiz answers and dropped the piece in the shopping cart for buyer consideration. Buy the item, refuse the item, or shop for something else, you have no pressure and are free to customize the shopping experience to your liking.
Kate Hudson’s Fabletics has no plans to just rest on their morals, they are focused on growing this brand globally and dominating the fashion space online.