To answer the question about any other clothing company being able to surpass Amazon, you really need to understand how far ahead of the pack this giant is from the field. Currently, Amazon takes in about 20 percent of the sales in the clothing market online, leaving thousand of competitors to scramble for the remaining sales. Now take a closer look at how successful Kate Hudson’s Fabletics has been in the last few years in the same space as Amazon, raking in $250 million in sales of women’s active-wear. This is not just a one-time fluke, it looks like this company may have what it takes to surpass Amazon.
Talking to Hudson all about her athleisure brand, she keeps going back to how her membership plan and the sales process called reverse showrooming has been the foundation of the success of the company. To better understand how these two components work together to drive such impressive numbers, we have to take a look at what is really going on inside the mall and one of Hudson’s many retail stores. Look at what is going on, these shoppers are taking the lifestyle quiz, browsing the racks for new arrivals, and trying on every piece of workout apparel inside the store. Sales associates actually encourage shoppers to enjoy the experience without any sales pressure.
So here is where all the pieces come together, it happens when these same women visit the Fabletics e-commerce store. Now every piece of clothing that you were wearing inside the mall has been moved to your online cart, so you don’t have to worry if those pieces are actually going to fit you. Since you eliminate the size concerns from the equation, these customers are loading up the cart with new arrivals in leggings, yoga pants, and tank tops. When in the past these shoppers would buy a single piece of clothing to see how it fits, now they buy a dozen pieces to show off at the gym the new clothing they own.
Membership perks at Hudson’s Fabletics do not end there. One of the reasons sales are exploding is these shoppers get free shipping for all online orders combined with discounts on all the active-wear. Amazon may be wondering why their profits are getting smaller, it might just have to do with the explosion in sales over at Kate Hudson’s Fabletics over the last few years.
From the outside looking in lip balm can seem as though it is a very nondescript affair. Many people see it as a simple way of preventing their lips from becoming chapped, particularly during the winter months. Unfortunately before the advent of the skincare and beauty company Evolution of Smooth and its game changing products many lip balm companies seemed to feel the same way. The approach to developing and designing lip balm had gone unchanged for many decades. According to Fast Company magazine the founders of EOS lip balm saw the lackluster approach that lip balm company was taking to the process of developing their products as an opportunity to create a lip balm product that was unlike anything else that was on the marketplace. Evolution of Smooth has helped to transform the lip balm and skin care market by approaching the process of creating lip balm products with an eye for understanding which customers purchase lip balm and how those customers prefer to use it.
The trend in the lip balm industry appears to be understand and market it as a gender-less product. However, as Fast Company magazine has noted, when Evolution of Smooth founders’ conducted market research to learn more about consumers’ relationships to lip balm (https://evolutionofsmooth.com/lip-balm.html) they uncovered something important. Their market research unveiled the fact that the majority of the customers who spend their money on lip balm tend to be women. They also learned more about how women actually used lip balm. They used those findings to develop the spherical, eye-catching packaging that sets their flagship product, the organic smooth sphere, apart from its competitors. The organic smooth spheres, which speak to customers’ need to have lip balm that is easy to find and easy to use, have transformed Evolution of Smooth from being an upstart in the world of drugstore beauty to becoming one of the most sought-after lip balm products in Walmart and the whole country. Fast Company reported that Evolution of Smooth sells a million organic smooth spheres every week.
Fabletics is one of the latest brands in sportswear fashion. The company strives to give customers a chance to purchase personalized items. Through the clients lifestyle and fashion tastes, the company seeks to develop products that talk about the wearer. Kate Hudson is the mastermind of Fabletics. She has had a vibrant career in business and acting. While she faces public pressure and scrutiny, Kate knows that her commitment to her brand is of more importance. Fabletics has been in operation for only three years. The company has succeeded and is now a significant threat to Amazon.
Kate Hudson has succeeded with Fabletics because she is a great believer of inclusion and diversity. Fabletics pays a lot of attention to changes in technology and fashion. The company sells personalized activewear and sportswear. At Fabletics, all these clothing items are available in different sizes for everyone. Anyone that visits the website is guaranteed that they will have a product that fits them. Customized products can be made upon request. All one has to do is to send a request and a customer care agent should assist them.
Fabletics offline business model
Fabletics has succeeded mainly because it focuses on a different business model. Fabletics competitors concentrate on a showroom business. People view the products offline and purchase cheaper items elsewhere. Fabletics business model focuses on a reverse showroom. The results from this model of activity have turned out to be highly positive. Their current business model enables them to build customer relationships and gain reliability.
Approximately 50 percent of people that visit the offline stores are already Fabletics members. The other percentage become members once they visit the stores for the first time. When customers are shopping, they first try out an item online and later purchase it from brick and mortar stores. Fabletics doesn’t focus on purchases made online or in stores. Instead, the business model focuses on the best service for customers.
Fabletics strategy with statistics
The next reason why Fabletics is highly successful is that they focus on statistical data. The company concentrates on the right customer content. However, it understands that digital data is critical for the best customer service. The company makes use of both online and offline data to get ahead of competitors. The company gathers data about individual preferences for their activewear clothing.
Local stores have been created for local members and people that prefer offline shopping. The company combines both the latest online shopping trends with traditional shopping to elevate satisfaction. About diversity, Fabletics has clothes for everyone and every body type. The company adds new types of clothing all the time. The kind of tests performed at the start of memberships makes the company ahead regarding customer preference and satisfaction.
In a bid to improve its diversity, Fabletics opened up a male section store as well. Men can take any orders varying from accessories to sportswear. Fabletics has diversified their range of products. The company today sells swimsuits at their main website for both men and women clients.