Kate Hudson and Fabletics are taking on Amazon in the e-commerce fashion market and having great success. Since its founding in 2014, Fabletics has raked in over $250 million in revenue. One reason for the company’s success is their use of reverse showrooming. The company lets customers ‘browse’ through their inventory online and either place orders there or make purchases at their growing number of brick and mortar stores. As many as 50% of people shopping in Fabletics’ brick and mortar stores are members and another 25% become members while they are there. All the information on what shopper try on is connected to their online shopping cart. So it doesn’t matter if they buy in-store or online.
Another reason Kate Hudson and Fabletics have been able to give Amazon a run for their money is because of their effective use of online data as a major part of their retail strategy. The company knows the importance of displaying the right content online and in-store to improve the consumer’s brand journey. Fabletics uses online data to stock their stores and identify changes in consumers’ taste’s and trends. The company pays attention to their members stated preferences, real-time sales activity, store heat-mapping data and social media sentiment to improve customer satisfaction.
Fabletics’ focus on accessibility, culture and people has helped it to quickly evolve and overcome its many significant challenges. Its balance among customer experience, customer education and lifestyle has led to a 35% annual growth. Fabletics has quality products, affordable prices, creative teams, great in-house media and an authentic spokesperson. They’ve all played a role in the company’s meteoritic rise. Their effective use of data science has made them one of the most nimble, risk-positive, data-aware companies. Their use of reverse showrooming has led a great return on investment.
One way Fabletics has been able compete with the faceless megalith Amazon is with the attractive, authentic, believable Kate Hudson. Add that to Fabletics’ data-aware activity, versatile, comfortable, stylish clothing and brilliant marketing efforts and Amazon is in for some stiff competition going forward. For Kate Hudson this has been an amazing run. She came in with no business experience and was able to score a touchdown the first time she touched the ball. This doesn’t mean Kate Hudson should focus only on business and give up acting. It’s okay for her to enjoy success with both ‘Almost Famous‘ and Fabletics.