Fabletics is a worldwide fashion brand taking the activewear movement by storm. This is thanks to many aspects of the company’s strategies, but none more so that their use of customer reviews. Recently, consumer behavior shifted vastly toward user reviews. Over 80 percent of consumers use customer reviews to determine their final purchases.
Fabletics fully embraced this new marketing strategy. The brand’s been directly interactive with their customers since day one. Fabletics uses a subscription mechanic to learn about their members so that they can create specific products that are more likely to sell. Adding crowd-sourced reviews to their marketing techniques isn’t a big deal for them.
Thanks to their customer-focused strategies, Fabletics grew into a $250 million company in less than four years. Fabletic’s proved to be a great venture for co-founder Kate Hudson. TechStyle Fashion Group approached her with a rough idea for an affordable activewear brand, and she was already thinking about the same thing.
It’s been for years since Fabletics launched, and they now have millions of social media followers, nearly 20 retail stores, and over one million monthly members. Like all great companies these days, there are those trying to bring the brand with negative comments, but Fabletic’s 1.2 million members success speaks for itself.
Before starting Fabletics, Hudson learned a lot from other successful brands. She especially learned from Warby Parker’s e-commerce model. She wanted to interact directly with members to develop a long-term relationship. She also wanted to use those relationships to understand her members’ fashion interests.
Fabletics makes fashion lines for all kinds of women, no matter their age, size, or comfort level. Not every woman is able to just go out and start a new, healthy life. Hudson’s fashion is about inspiring those women to take it one day at a time and look good while doing it.
Until Fabletics, plus-size women couldn’t really get into the activewear movement. There were a few companies making plus-size products, but their products were expensive. Some companies charged over $200 for one pair of yoga pants. That does not make big women feel comfortable or wanted.
A lot of what Fabletics does is what Kate Hudson wants. She actually knows what she’s doing. She’s very hands-on with her company, even going over sales numbers on a regular basis. She also works closely with her designers and the marketing department.