There are not too many companies out there that would even consider the thought of taking on Amazon, especially a company that is only a few years old. That is exactly what Kate Hudson and her company Fabletics are doing, and in three short years the company has crushed the fashion market online, despite Amazon commanding over 20% of that space. In just a few short years, Fabletics has made over $250 million and they are showing no signs of slowing down.
When Kate Hudson was asked how she was able to succeed in fashion industry where others have crashed and burned, she credits her success to the reverse-showrooming technique her company employs. This business model makes it easier for women to buy active-wear, whether in her stores or online, it really doesn’t matter to Hudson. She says it is all about convenience, high-quality active-wear, and low pricing. Women can walk into the retail stores, open an account, then try on anything they want without the pressure to buy anything.
Here is where the success of her company lies. Hudson says that when women get home at night and can relax, they return to the Fabletics website and can see everything they tried on in the store. Now they can buy with a clear head, or continue shopping now that they know what sizes and styles fit them best. Unlike Amazon, women get to see the merchandise, touch it, put it on, and then make a more informed buying decision. Her frustrations with buying clothing online, only to return it because it did not fit correctly was part of her thinking in the reverse-showing process.
So how can this simple technique turn a company from nothing to a quarter billion dollar company in a few years? You have the backing of a famous celebrity who everyone knows combined with the subscription mechanics that makes it a breeze for women to shop online and get high-quality active-wear without any of the hassle.
Here is how it works, open an account either online or in the retail outlet. Fill out the Lifestyle Quiz, then each month you will see a new item chosen to match you perfectly in the cart. You can buy it, cancel it, or keep shopping, nothing ever ships to you without your permission. Ease of shopping, low pricing, and top quality active-wear, the key to the success of Fabletics.
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