With Amazon dominating the online fashion sales market for years, it would be foolish for a start-up company to think they could cut into that huge 20% piece of the pie that the retail giant owns. That is exactly what Kate Hudson’s Fabletics has done, in fact, her company has already grown to over $250 million in sales in just three short years. This is not one of those online fads that are here today and gone tomorrow, this company appears to have Amazon in its sights and already planning to be the next big thing in women active-wear sales.
When Kate Hudson was asked about the success of her company, she explained that reverse-showrooming is the key. With Hudson, she does not put too much emphasis on closing the deal when customers walk into her retail outlets. Hudson knows that high pressure sales tactics are not the way to sell clothing, so women are encouraged to stop by her Fabletics retail stores and window shop all they want. She says women come by the stores, open new memberships, get a feel for the quality of the merchandise, try on the clothing, then leave without buying in most cases.
Hudson says here is the success to her company. Women go home after a busy day and then visit the Fabletics website where they see all the items they tried on when they were in the store. Now they can continue to shop based on which items fit them best, and either buy what they tried on, or purchase different active-wear altogether. There is no high pressure here, and women are lining up around the block to experience the Kate Hudson’s Fabletics stores.
Hudson says the website is like a shoppers personal wish-list come to life. Women are encouraged to fill out the Lifestyle Quiz, so once a month a new item that arrives to the stores is added to the shopping cart for buying consideration. Perhaps you buy it, maybe you empty the cart, no pressure and nothing ships without your permission. Women are raving about how excited they are each month the see what the Kate Hudson’s Fabletics site has chosen for them this week.
For many women who want to be on the cutting edge on new releases, now they can be wearing some of the coolest and sexiest active-wear before their friends even see it at the malls.