Every time a company expands, it’s usually thanks to its supporters. Fabletics is no different. Fabletics finds success in ways that other companies can’t even imagine. Much of Fabletic’s success is thanks to its loyal members and their reviews. User reviews made Fabletics a $250 million company.
User reviews are the new version of word-of-mouth advertising. One study showed that more than 80 percent of consumers use crowd-sourced reviews to determine their final purchase. This shift in consumer behavior allowed many small companies to achieve national and international success. This trend can make or break a company twice as fast as traditional promotions.
Since the crowd has such power, it’s increasingly important that companies stay up on every consumer trend possible. Fabletics found its success by targeting a large group of consumers everyone else in the activewear market ignored. Fabletics wanted to be the first activewear brand that made fashionable fitness wear that was also affordable.
That premise attracted over one million monthly members. While there are a few naysayers, Fabletic’s members love getting regular discounts on all sorts of apparel. Sometimes, the discounts are up to 50 percent off and numerous items. The affordable prices combined with personalized service and on-trend fashion makes Fabletics well worth the money.
The dedication and personal touches that Fabletics offers comes from Kate Hudson. To Hudson, Fabletics is more than just a fashion brand. It’s something she’d wanted to start years ago but didn’t have the know-how at that time.
In 2013, some executives from TechStyle Fashion Group approached her with this idea, and she ran with it. Ever since she’s led Fabletics to some amazing achievements. She’s even taken fashion in another direction completely, making it about more than just looking good. She wants Fabletic’s activewear to inspire women to be healthier.
With that being said, Hudson makes sure that everything Fabletics sells is on-trend. She’s very hands-on with every department of the company. She especially looks over sales numbers to determine which items are selling. If an item isn’t selling like she thinks it should, it’s taken off the site immediately.
The old formulaic processes that companies used to use no longer work in today’s society. Consumers are always looking for something new and exciting. That’s why Fabletics releases new lines every month. It’s also why Hudson stays so involved with the company.