What makes an online business successful? The answer to that question has changed recently as the power of retail has shifted from the business to the customer. Today, it is all about customer reviews and feedback. Companies who master this aspect of online shopping are successful while those who don’t fall behind.
One company that has based its marketing strategy around leveraging the crowd is Fabletics. This activewear company was created in 2013 by Kate Hudson with partners, Adam Goldberg and Don Ressler. This team has years of experience in retail, fashion and influencing the crowd. Their goal from the beginning was to make activewear that was fashionable but yet still affordable. Up until then, offerings from activewear makers consisted of drab colors and clothes that were mainly functional. Hudson, who is an actress and an active mom, is the ideal spokesperson for Fabletics. She is passionate and genuine which builds trust with members.
From the very beginning, Fabletics had a new strategy for doing business. They recognized the trend of crowdsourcing by customers. They figured out that positive reviews drive revenue and loyalty. Fabletics also is different because they offer a membership to the company which provides perks and benefits for the customer. Memberships improve customer retention and return business. In fact, 84% of their purchases come from return customers.
Fabletics is obviously doing something right because their sales have increased over 200% since 2013 and they have over a million members. Hudson believes it is their customer-focused approach that keeps the company growing. Surveys prove her right as Trustpilot says that 84% of customers trust reviews more than branding or even personal recommendations. This is a huge number which shows why it is critical for companies to leverage the crowd for their benefit.
Positive reviews drive purchases which increase revenues. Search engines like Google place companies with positive reviews up near the top of their pages which means more traffic for the business. 74% of customers surveyed said they would move forward with a purchase after reading positive reviews. 60% of those asked said that negative reviews would cause them not to buy a product or use a service. These critical numbers illustrate the power of the crowd.
Fabletics is one of those companies who seem obsessed with their members. Everything on the website is designed to make for easy navigation to read reviews and to leave feedback. Hudson believes this emphasis on reviews and customer satisfaction keeps Fabletics competitive and accountable. Their policies are transparent as they open themselves up to real reviews from real shoppers.
All companies today have to change their marketing if they want to succeed. It isn’t about brands or company reputation anymore. Today, it is all about the power of the crowd and what they say a company is. Shoppers are using crowdsourcing to make purchases and to choose or not choose certain companies. There is no guaranteed branding to hide behind anymore. A company is only as good as its last review.
One of the common ideas that come with business is that the larger the company, the greater the success. As a matter of fact, it is common for people to believe that they need tons of different products of different categories in order to succeed. The truth is that while companies with a wide variety of products do tend to experience success, the success may be limited in any category sense it is only scratching the surface of the industries that it is selling in. For instance, mass merchandisers that sell clothes along with other products tend to only have the basics. However, companies like Amazon have really exceeded expectations with fashion.
There is one company that is looking to compete with Amazon for the fashion industry. This company is called Fabletics of the TechStyle group. One reason that Fabletics is very competitive for Amazon is that it has some of the most unique products, and these products have been carefully crafted so that they are durable. Also Amazon is only a seller. It does not make its own fashion. Fabletics not only makes its own fashion but comes up with unique ways to sell them.
While Amazon does have tons of different clothing products from different companies, it can be really challenging for a customer to find the exact style she wants. With Fabletics, a lot of time is taken to make sure that the customer is given the most attention. Data is used to refer the customer to the set of products that are best suited to her preferences. There is such a thoughtful design to these products that make them fit the customer a lot better than the boxy types of clothes that are often sold at mass merchandisers.
Fabletics understands that people want to feel confident and unique. One of the best ways to bring out these feelings is through fashion. Fabletics has taken on the active wear industry to provide some of the more fun pieces of clothing that can make women feel so much better about themselves and give them the encouragement they need to pursue their fitness goals.
Fabletics is one of the most popular athleisure brands in the market today and has made its name in not only online retail market but in the bricks and mortar world as well. The company after gaining a dominating position in the online market has focused on opening physical stores and currently has 18 stores under operations across the country. Fabletics started in the year 2012, and in just a few years has managed to multiply its business manifolds to push its turnover to over $250 million marks. From being an innovative start-up to a company that is now giving e-commerce giant like Amazon a tough run for its money, Fabletics has come a long way.
One of the primary reasons why Fabletics has been able to gain a dominating position in the market is because it focused on providing excellent customer service combined with amazing products at an economical price. Most of the competitors offered athleisure products at a hefty price, which the company realized is not economical for the masses. It is for this, Fabletics decided to keep its prices low while not compromising on the quality of the product. Many other brands sell athleisure products, but their prices are two to three times that of Fabletics’ products. One of the best things about Fableitcs is that they update their collections now and then. It ensures that the customers always have something new and exciting to look forward to. Moreover, the athleisure products of the company are available in sizes XS to 3X, which ensures that women of all body sizes can purchase from Fabletics.
Fabletics used the reverse showroom technique very successfully, which has helped the company to reach out to more patrons and efficiently penetrate the market. The company managed to make a name for itself in the online world and create hype around the brand before it started opening physical stores. It ensures that only the genuine interest is generated for the brand and the conversion rate is very high. Fabletics is planning to open much more stores in the years to come and has many other exciting projects in the pipeline. As a relatively young company in the fashion line, it never fails to surprise whether it is quality, designs, professionally managed customer service, value for money, and the other aspects that complete a brand. If you are looking to buy from Fabletics, completing the Lifestyle Quiz at its official website is a good idea.
Nowadays, the vast majority of people enjoy online shopping. That’s because they can relax in the comfort of their own home, browse a wide selection, read reviews, easily purchase items, and avoid the stress and pressure of interacting with a salesperson. It’s perfect for clothing. Fabletics has stepped on the clothing scene and they’ve been catering to all of those online shoppers by providing them cute, stylish, and affordable athleisure wear.
Fabletics is Kate Hudson’s company and it works off of a subscription-based service. People can browse the website for products that they like and sign up to receive discounts on all the latest athletic clothing. Fabletics started in 2013 and has since boomed into something bigger than anyone could ever have imagined. A lot of it is thanks to social media.
Kate Hudson has created a social media following by posting cute pictures and videos of the clothing they sell. One of the appeals is that Fabletics are for girls of all body types. Hudson portrays models of different sizes on the Fabletics Facebook and Twitter pages. According to CNBC, Hudson is very hands on in her company. She knew that she wanted clothes that would cater to women no matter what their body type is. That’s why Fabletics runs from XXS to 3X.
Fabletics also understands that not all clothing sizes are the same across the board, and sometimes people are nervous to buy clothes without trying them on first. That’s why physical locations are popping up all across the country. Potential customers can try on clothes first and get a feel for how they look and how the sizes run. Once they’re comfortable, they can sign up to receive new clothes and deals every month. There’s nothing better than coming home to a package full of goodies each month.
Fabletics wants to show the world that they are serious about athletic clothing. They have such a large selection from sports bras to shirts and pants. They have different styles which offer different amounts of support. There’s literally a piece of athletic-wear for every body type. Overall, Fabletics is making a line of clothing that women can wear no matter what activity they’re participating in. The clothes are supportive enough for the gym but stylish enough to wear out in public. At the end of the day, Fabletics are literally the perfect line of clothing no matter what activity a person is taking part in.