Fabletics is an athleisure brand firm that was co-founded by TechStyle Fashion founders Adam Goldenberg and Don Ressler in the year 2013. Fabletics was established at a time when there was a gap in the female active wear industry for gears that were stylish, had good functionality and affordable. The two friends being entrepreneurs came up with the idea that would see the combination of aesthetics and functionality, and that’s how Fabletics was born. Pushing the idea into the market was the other thing they needed to figure out. They thought of bringing another partner on board who will be the brand ambassador of the brand, and fortunately, they settled on Kate Hudson. Kate was a perfect choice to them because she was a popular figure with a very active lifestyle and she is very approachable hence will be the best person to market the product and be the face of Fabletics.
Fabletics owing to the experience Adam Goldenberg had in TechStyle Fashion knew the power of technology in marketing. Today’s customer is informed because information is readily available on the online platform. Technology has made the world a global village and has revolutionized marketing in the business world. Consumer purchases are nowadays greatly determined by the power of the crowd. Organizations that have realized the power of crowdsourced reviews are shifting their marketing strategies to review centric, and Fabletics is one of them.
Fabletics is just four years old as it was launched in 2013. Despite the fact that Fabletics is still new in the Fashion industry market it has grown by over 200% and has 235 million dollars in revenue and more than one million paying members. But the question is how comes within a very short time Fabletics has been able to grow so fast beating rival fashion companies that have been in the industry for decades? The answer according to TechStyle Fashion Group Corporate Marketing Officer Shawn Gold is that the brand success is as a result of embracing the user reviews or the crowd.
The modern-day customer when he wants to purchase a certain product, he/she first go online and look at what the other consumer are saying about that particular products. The more positive reviews a product has, the more the chance that the consumer will purchase that product and vice versa. What customer reviews can do is that they can increase the acquisition of a product, improve customer loyalty and customer retention.
Fabletics has realized fast enough the power of reviews and as a result, incorporates user reviews into policies and product offerings. Besides, Fabletics actively engage their customers online by collecting, managing and responding to thousands of customer reviews. Fabletics used the user reviews to capture new customers and refine its products. Crowdsourcing has helped Fabletics athleisure brand to be more transparent, and customer focused. Through the reviews, Fabletics has been able to improve on their products by listening to their customer and know what they want. If a client has a quiz on their products or is looking for a customized activewear, then you can reach Fabletics through their website.