Amazon has been dominating the e-commerce women’s apparel market for so long they rarely have need to worry when another clothing company tries to knock them off the top spot. When you are making 20 percent of all the sales in the clothing niche, you can afford to breathe easily. Kate Hudson’s Fabletics is trying very hard to give Amazon fits, and they started by taking in $250 million in sales of high-quality women’s active-wear. If things stay like this. Fabletics could easily give Amazon a crushing blow in the e-commerce apparel niche.
To hear it from the source, Hudson says her athleisure brand is popular for a number of reasons. The first reason being that her merchandise is modern and high-quality. Secondly, the buying experience that combines reverse showrooming and a new take on the membership platform, this is something women shoppers are not used to when they are at the Amazon website. Looking at how these women shop, we first have to stroll down to the Fabletics store in the mall. Here is where you will find women of all sizes and ages shopping the racks for the latest in active-wear and workout apparel for women.
Now the interesting part of the sales process is when these women try on the clothing at the mall, those items are saved to an online account where these women can browse at a later time. In the store, they apply for their free membership. they look at everything that has arrived since last month, and they even take the Lifestyle Quiz to enhance their Fabletics membership. Whether they buy or not in the store is irrelevant, the power in this sales process occurs at the Fabletics e-commerce website. Now these women can shop at their convenience, looking at the clothing they wore and shopping based on how those pieces of workout apparel hugged their frame.
In addition to the ease of shopping online, members get free shipping and the help of a personal shopper who uses those quiz results to select items once a month for customers to consider. Each one of these features is simply another way to pamper the customer, and when you treat these women right, they go from shoppers to loyal customers. These loyal customers are buying workout apparel at a record pace, and if Amazon is not watching, they could be surprised who owns that top spot in online women’s apparel related sales.