Fabletics: What Customers Trust
It’s extremely important that a company develops a level of trust with its customers. In particular, these days, consumers won’t buy anything from a company with a bad reputation. In the past, all a company needed to succeed was a combination of fair prices and good quality goods or services.
Modern consumers look for more than prices and quality. For a brief moment, it was the company’s responsibility to develop that trusting relationship. A recent shift in consumer behavior placed that responsibility on the power of the crowd. Now, crowd-sourced reviews develop those trusting relationships. A recent study found that over 80 percent of consumers trust online reviews as much as a personal recommendation.
Another advantage of this review-centric marketing strategy is that smaller companies can compete with dominating powerhouses. Fabletics, one of the world’s most popular activewear brands, didn’t start out as a worldwide phenomenon. Launched in 2013, Fabletic’s grown into a $250 million brand in less than four years.
While there are a lot of contributing factors to the company’s success, many of the executives thank crowd-sourced reviews for its success. Fabletics is a brand founded on direct interaction with its members, to create better fashion lines that members will actually want to buy.
One of the biggest contributors to Fabletics is its co-founder, Kate Hudson. Since being approached by TechStyle executives, Hudson’s been a part of Fabletic’s everyday activities. She even works on the sales end of the company. Though her opinions are valued in all departments, she mostly works with the design teams.
It’s always been important to her that Fabletics go the extra mile and makes all women feel wanted. She wanted to create an affordable, high-quality line that inspires women to embrace a healthier lifestyle at their own pace. That dream was recently realized when Fabletics announced it would be expanding into plus sizes.
Behind every line Fabletics creates is the mission that Kate Hudson finds herself fighting to complete: getting women to a healthier place. She often talks about how Fabletics isn’t about fashion; it’s about America’s struggle with fitness and health.
Fabletics goes out of its way to make its members feel special. Recently, Fabletics created a lifestyle quiz that allows nonmembers to see what stylish products Fabletic’s personalize shoppers would recommend for them.