Fabletics’ Secret To Success

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.

Fabletics Sells Both a Service and a Product

Reaching the top in the world of fashion isn’t an easy feat. It takes hard work and some serious know how. That’s exactly what Kate Hudson has done with her Fabletics line of clothing online. It’s become a 250 million dollar business in just three years. It’s for Activewear and isn’t just popular because she is selling it. Here’s the story.

 

It’s all based on a subscription concept. This is becoming widely popular these days. The concept means that the subscriber can access more than if he or she simply bought an item or outfit. It’s more than that though. It’s an industry based on service. People get a service from their subscription as well. That’s one of the largest ways to profit in this category. Hudson does this because the model really works.

 

Consider companies like Apple. What the competition has never understood, unless they evaluate it, is that Apple customers are seen as family. They are loyal to the core because they love the company. They love the idea of something which they are a part of. That sells like hotcakes. That’s why Hudson is offering that same concept with her company. So far, it’s paying off.

 

Her growth has been incredible. She began online, then got so big that she was able to open stores in six cities around the country. That’s 16 stores all together. They’re plans for expansion include putting stores in California, Florida, Hawaii and in Illinois. They have even more plans to sell in every city in the country. It’s no doubt that it will work in no time. People are taking to the brand like they did with Apple. Expansion is happening faster than ever expected. It’s not just about the product or even the fact that they are ordering a subscription to the service. No, it goes deeper than that.

 

They upgraded their customer service back in 2014 when some people wanted to have more access to their favorite items. That sent the company from then in 2016 up in sales by 46%. Their Better Business Bureau rating is through the roof. They are rated A+ by their loyal customers so far. That’s what good customer service looks like. That’s her goal.

 

Many people have asked what the secret is for the success of the business. While it is undoubtedly influenced by the loyalty and service factor, it is also, according to Gregg Throgmartin, the general manager, a personalized service that people crave today. Some people just don’t have the time to do things like pick out clothes. We do that service for them and offer a subscription based system that ends up saving them money on big brand clothing. They expect to reach $250 million in their sales this year alone and increased their sales line by 644% this year so far. Who knows how far Hudson will reach with new stores opening in the near future. One thing is crystal clear though. Fabletics is here to stay.