Crowd-sourcing has been a norm these days. What the general public thinks reflect significantly on how the product will perform in the marketplace. In the past, it was all feature and benefit selling, citing why one should make a purchase and the buyer-seller relationship immediately ends when the product is sold. But not anymore.
Marketers all over the world have marveled at the power of customer reviews and how it’s directly proportional to company sales. Products with few or no reviews slowly decline in purchases and retention is hardly palpable. It was time to put more premium on the people since the age of technology has empowered the crowd to do informed choices.
Fabletics, a sportswear company, did just that. They successfully directed their products’ marketing strategy in hearing the crowd’s opinions of their brand. Having Kate Hudson as one of the founders of this ‘activewear’ commodity, it was a surprise to all that a lady with no business background is leading one of the best athleisure brands in the world. What makes her a perfect fit for the brand is her authenticity and drive for quality. It will be hard to imagine Stephen Curry having a Vivo phone, but Hudson can be imagined wearing those pair of colorful, athletic pants. Even the president of Fabletics, Gregg Throgmartin, mentioned that Kate Hudson was the perfect person to collaborate since she’s both fashionable and athletic.
When it comes to their product’s quality, they never settle for second best. There was a time when they had to let go $300k worth of clothing because it did not meet the standard. This just showed how committed Fabletics is in bringing only the best and never compromising for something less.
More than that, Hudson always believed in the power of excellent customer service and peer evaluation. Investing massively in consumer satisfaction was one of her top priorities, and it panned out to be a remarkable feat. The revenue skyrocketed by over 200% the following year and raked a net worth of $250 million.
Fabletics’ particular focus on consumer reviews fueled this startup and turned this small business into a huge company having a total of 22 retail stores. In the brand’s aim to leverage the crowd, this entitlement resulted in more purchases, customer loyalty and absolute retention. Other than this, an ingenious idea of turning boring-looking and expensive sportswear into fashionable and sleek activewear promises a bright future for the product.
When you pair a promising product and great consumer empowerment, what do you get? Of course, a very successful business.
Even if the fashion industry tagged athleisure as a dead fad, Fabletics would beg to differ. According to their recent announcement, they will be opening several retail stores this 2018. With Demi Lovato’s addition to the company’s image, they managed to catapult the business to celebrity status.
You may want to check the products Fabletics pride on. If you think your sportswear looks a bit dull and boring, it’s time to switch to Fabletics. They provide fresh and creative designs which will make your workout a great experience. If interested, we highly encourage you to take our Lifestyle Quiz to pair you up with the best Fabletics gear there is.