Fabletics is competing with Amazon, and Jeff Bezos is looking for a way to overshadow his rival Kate Hudson. So far Jeff Bezos has become quite proficient in marketing and building what was once a modest online bookstore into a mammoth of a website that sells everything. This includes athletic clothing for women. The problem that Jeff is going to have is that Kate Hudson is running a company where she specializes in athletic clothing for women. This is only a small fraction of the business for Amazon.
For Kate Hudson lively athletic clothing for women is everything. That is where she has the ability to focus all of her energy because this is the only thing that she is trying to sell. That alone gives her a greater competitive advantage over Jeff and all of the other entities that he is trying to compete with Amazon. That may be the reason that he has continued to look for ways to change the outlook for his athletic clothing portion of the website.
Kate Hudson has already managed to gain on Jeff Bezos by creating a loyal customer base of consumers that are looking for automated shipments. This may not seem like a big dent in Amazon’s armor, but it is definitely creating more loyal customers for Kate Hudson and Fabletics. This may be the thing that actually helps people remember Fabletics. The great thing about this is that customers do not have to rome from one website to another looking for clothes. They know that if they sign up for the VIP membership from Fabletics that they will have the ability to actually acquire new garments even if they do not go to the website. This is an excellent way to improve customer loyalty and build a better brand.
Amazon has a lot of customers that do many different things, but Jeff Bezos has yet to master the art of creating a brand where people are getting automated shipments of clothes on a monthly basis. This is something that Kate Hudson has been able to do because she follows a business model that was already created by Adam Goldenberg and Don Ressler. These are the other co-founders of Fabletics that have helped Kate Hudson bring forth a tenacious company that is ready to compete with any other athletic clothing brand out there. It definitely has been able to overshadow Amazon.
Before you can talk about any company catching Amazon, you have to look at how far up the mountain this retail giant really is. In the apparel industry, Amazon is pulling in close to 20 percent of all the sales in this space. With thousands of clothing retailers trying to make a buck, you can see how dominant they are when a fifth of every sale gets credited to them. Things may be about to get more difficult for Amazon as Kate Hudson’s Fabletics gains more momentum. In only three short years Kate Hudson’s Fabletics has sold $250 million in women’s workout apparel, and they appear to be growing in popularity year to year.
Hudson gives credit for the success of her athleisure brand to the sales process she uses called reverse showrooming and her rewarding membership plan. Though these two concepts are nothing new to the world of apparel sales, Hudson seems to have struck a very unique balance that has sales exploding and her client base expanding. Look for a moment at how things transpire inside the Fabletics stores at the local malls. The women shopping here are under no pressure to buy, in fact, they are window shopping, trying on all the active-wear, and even filling out the Fabletics Lifestyle Quiz. There is never pressure from the sales associates for these female shoppers to buy anything, so that begs the question as to how did this company sell $250 million in only 36 months?
The secret to the success of Kate Hudson’s Fabletics has to do with what happens when these same customers wind up hitting the e-commerce store. Part of the benefits of being a member to this clothing company is everything you try on at the mall that fits your perfectly is transferred to your online account. Now when you have the time to kick back and relax, you can search the enormous online inventory for new arrivals in yoga pants, tank tops, or leggings. Since these customers already know the sizes that fit them perfectly, all they have to do is grab as many pieces of clothing as they like.
Unlike shopping at eBay or Amazon where you buy a piece, pay to have it shipped, then return it several times until it fits, the guesswork is eliminated at Kate Hudson’s Fabletics. Membership benefits also includes free shipping for all online orders, a personal shopping assistant, and deep discounts on all workout apparel.