Fabletics is an athleisure brand that was started by TechStyle fashion group founders, Adam Goldenberg and Don Ressler in 2013. At that time, the world of female workout gear was either a dull gray or black wear that has good functionality, or you buy a stylish one that is lacking in practical uses or fabric. Adam and Don thought of an idea to combine aesthetics and functionality, and they came up with Fabletics. But they needed a partner, and fortunately for the company, they chose the right one, Kate Hudson.
Fabletics has been growing rapidly. Since 2013, Fabletics has grown over 200% to a whopping $235 million in revenue. And that’s not all; it has over one million paying members. The secret of the brand’s success as stated by the Corporate Marketing Officer of TechStyle Fashion Group – the parent company of Fabletics – is the “crowd” – utilizing user reviews.
Since its founding in 2013, Fabletics have always been active in engaging their customers, especially in getting their feedback. Kate was the perfect partner for that because she is very hands-on, charming and passionate about her customers, be it in person or through social media. Kate represents what Adam and Don want Fabletics to be. She is very approachable and has an active lifestyle.
There’s a new trend in consumer purchases; much of consumer purchases are being determined by “the power of the crowd.” Consumers are constantly looking towards other user reviews to determine final purchases, and most of these reviews are serve as reliable recommendations. Research by BrightLocal also proves this; it found out that 84% of people place some trust in online reviews. It also says this stat increases every year it has conducted the survey.
Because of their passion for giving their customers what they want, Fabletics has achieved tremendous growth. It is now a $250 million company with over one million paying members, and one of the biggest reason for this success is the authentic, honest and positive comments they receive online. The customers who review the brand with online feedback show that they are happy with their products.
In Trustpilot, Fabletics have received around 30,000 reviews with an average TrustScore of 8., which is very high for that quantity of reviews. Fabletics is so passionate about their customer care that they actively respond to these thousands of customer reviews. Consumers make it a habit to look for online reviews first before deciding to purchase a product, so this greatly helps Fabletics in attracting more customers and enticing their old customers to buy more products from them.
Fabletics has definitely grown a lot since Kate Hudson began promoting their items of clothing, but one of the main reasons is the way they capture identity and personality by exploring different color palettes and styles.
If you have never heard of Fabletics, you should start by visiting a Quiz, made by the creators themselves, that will help you understand how they promote your own uniqueness. To receive personalized outfit picks and workouts, try out Fabletics’ Lifestyle quiz.