Amazon has been the premier e-commerce fashion giant for a long time. The company that controls about 20 percent of the world’s fashion industry has never had any worthy competitor for years. However, in 2012, a new group emerged from almost nowhere, and it has now taken the battle right on Amazon’s door. This company is none other than Fabletics, which specializes in women’s activewear. The company has however expanded to include men’s products.
Kate Hudson, one of the partners at Fabletics, has been working effortlessly to ensure that their company bridges the gap with Amazon. The company is already pulling nearly $300,000 in annual revenues by selling women’s activewear.
Kate Hudson, a Fabletics brand ambassador, credits the company’s success to reverse showrooming technique that the company used to penetrate the market. Fabletics introduced a unique membership program where customers subscribe to the company’s products. In return, the members access high-quality workout clothing at affordable rates.
The reverse showrooming technique is not only about purchasing activewear for women; it brings a whole new level shopping experience. Fabletics brick and mortar stores are full of activity as women shop for high-quality yoga pants, tops and an array of other activewear.
Most of the women’s activewear that is currently on the market is either expensive or ill-fitting. Women tend to either compromise on quality for the price or buy costly non-functional attire. Fabletics offers a solution by providing functional clothes at an affordable price.
Besides, the company allows their customers to take a Lifestyle quiz on their website to determine which apparel is suitable for them. The good thing about Fabletics is that it provides all the information that a customer needs to know and then leaves them to decide without being coerced. The sales associates will never pressure the customers to purchase from their stores.
Kate Hudson’s Fabletics is taking the e-commerce industry with a storm. The company has integrated their online store with the physical store, such that customers can get all the products they need from their mall. Customers are allowed to check the products that they need from the online store and then visit the physical store to try and possibly purchase the products.
Some of the perks offered to loyal customers include discount and free shipping on any order. Customers also get assistance from a shopping assistant. The lifestyle quiz helps you to find the most appropriate attire.