Kate Hudson, Don Ressler and Adam Goldberg have followed a profitable formula to take Fabletics the start in 2013 to over $200 million today. Great merchandising, engaging advertising and the expansion of advertising to include crowdsourcing have led to Fabletics enormous success. Fabletics like companies such as Amazon, Target and Wal-Mart have used the power of purchasers’ opinions to sell their merchandise. They have used the power of the review of merchandise to sell their inventory.
Not only has Fabletics used the review to encourage confidence in their products, they have included a “Lifestyle Quiz” to discover in greater detail what the customer wants in her clothing. By taking the answers from the quiz and utilizing them to stimulate interest in specific merchandise, Fabletics can drive sales more definitively. This knowledge allows Fabletics to give customers offers that are designed to address their specific taste and result in sales.
Not only are customers given more uniquely designed attention, they are also being given confidence that their purchases will be to their satisfaction. They only need to read a review posted on the same page as the information about the merchandise to get the confidence that their purchase will be to their liking. Today, reviews are the driving force behind the sale of merchandise.
According to BrightLocal, 74% of consumers use reviews to make a decision about purchasing merchandise or a service. Seventeen percent say the review convinced them to buy. Compared to a personal recommendation from a friend, 84% say they trust reviews as much if not more. The use of reviews has increased by a rate of 23% over last year.
Fabletics was established in 2013. At its inception, it was using reviews, but other brands have recently started using them to sell their product or service. Brands offering reviews has increased since 2014 by 70%. Customers are not as concerned about price comparisons as they are about the performance or quality of a purchase. The reviews are most often used to gather information about the product.
Fabletics has turned reviews, a form of crowdsourcing into customer confidence in their product and ultimately increased sales. Fabletics has paid attention and seen the trend move from excepting advertising claims to distrusting the paid opinion and preferring the voluntary untarnished views of other buyers. The Fabletics consumer is confident that they are getting a quality product with a company that stands behind what they produce when they buy from the fastest growing athleisure company in America.
Fabletics is no ordinary active and leisure wear brand. With an extremely proficient marketing team in hand and a full proof business plan in place, the company has managed to turn heads and make a mark for themselves in the world of fashion. Establishing one’s self in the world of fashion is no easy task, especially with big players like Amazon hogging up the spotlight. To be known in the fashion industry, one needs to be incredibly unique and have a good plan of action in mind to appeal to a customer base. As a brand, Fabletics has managed to do just that and so much more! Since its inception in 2013, fashion lovers have looked forward to the release of this much-anticipated line of clothing, by the one and only, Kate Hudson. Kate Hudson is known to be someone who is concerned about her health and fitness, and therefore, having clothing coming from someone who knows the needs of the people who wear them was a big plus when it came to the brand’s customers. Over the course of four years, Fabletics has grown into a household name, with thousands of customers all over America waiting for their packages of beautiful activewear to arrive.
But Fabletics didn’t just end up this way because of the person associated with the brand. Sure that played a factor in people’s decision to purchase from the brand,but Fabletics wanted to establish themselves in the world of fashion properly, and they did this, through the beautiful tool of research. To appeal more to their target audience and to give them the clothing they need, Fabletics started collecting data from the people entering the site and purchasing from them. Through this data, Fabletics was able to adjust their business strategies accordingly to fit the needs of the people, being one of the main factors due to which the company is the big success it is today. By adopting a membership plan like scheme, where customers pay a subscription fee and get the clothing delivered to their doorstep, Fabletics has managed to keep their customers coming back to them every month.
When a customer becomes a member of the Fabletics brand, they are asked to answer a few questions which range from your body type to the kind of workout you prefer to do. These answers are all taken and analyzed by the Fabletics database to give you the best selection of clothes that are just right for you. Every month thereon, Fabletics will send you a few outfit options and looks which you can choose and pick at your will and have them delivered to your doorstep a few days later. Because the brand knows the kind of clothing you are into and the sport you need to wear it for, Fabletics has been able to give their customers the latest styles while still giving them something that is tailored to them.
Through unique marketing strategies and a ear for their customers thoughts, Fabletics has indeed made a mark in the fashion industry and their customers.