We live in a digital age – just face it. With that comes the reality that more and more, a business’s online presence can be a major factor in its growth. Todays’ consumer makes smarter purchases, usually utilizing online reviews to determine purchasing decisions. This behavior is known as crowdsourcing. Consumers in the digital age place a lot of weight on customer reviews, making them a direct driver in customer acquisition and retention for most brands.
Fabletics, by Kate Hudson, is one of the brands taking advantage of this new consumer behavior. Launched in 2013, Fabletics currently ranks as one of the 15 fastest growing internet stocks, with over $235 million in revenue. The company has managed to grow by more than 200%, thanks to its savvy, consumer review centered marketing strategy. Fabletics is one of few brands that embraces consumers reviews – allowing them to leverage the “power of the crowd.”
The Power Of The Crowd
A recent study from BrightLocal found that 84% of consumers trust online reviews as much as recommendations from personal friends or family. The same study revealed that over half of consumers research a business at least once a month, with 50% also stating they read reviews on a regular basis.
What Fabletics has done by incorporating consumer reviews into the product purchasing process has allowed them to gain more customer loyalty, increase customer retention and acquisition in just 4 years.
The bottom line here is that authentic, positive reviews equate to better business. Better business equates to growth and increased revenue – which is staying power.
Women Sweat Too
“The company is all about inspiring women and empowering them to be the best version of themselves, to be strong, and it doesn’t matter what shape, or size, or age. It’s just about empowering women and I love that.” – Pop star, Demi Lavato
Since she began her collaboration with TechStyle Fashion Group, Kate Hudson has worked to develop Fabletics as an all-inclusive, fashion-forward athleisure brand. Kate, along with Don Ressler and Adam Goldenberg, the founders of TechStyle Fashion Group worked to develop a brand that was authentic and something consumers could envision Hudson herself wearing daily.
Kate Hudson is not just the face of Fabletics. She has been involved with the process daily, reviewing budgets, social media strategies and even paying close attention to the design process to ensure the styles stay fresh. It was this commitment to quality and customer satisfaction that aided in the rapid growth of the brand. The company currently has over 1 million members, 22 retail stores, with a dozen still slated to open before the end of 2017. In only 4 years, the brand has managed to empower women all over the world to get active and look fabulous while doing it. For Hudson and Fabletics, the athleisure trend is not slowing down anytime soon.
Curious as to just how fab Fablectics would look on you?
The Unicorn hair look has definitely been the IT trend these days, and to make things easier and possible, the founder of Lime Crime, Doe Deere, after three years of development has created a new product called Unicorn Hair. Not only does this product come in two formulas one to develop full coverage for a deep, rich pigmant it also offers tint for more of a pastel color, that is long-lasting and fades seemingly– which is amazing! Also, stated on Lime Crimes website the product is “gentle, deposit-only dye that is not capable of damaging the hair. Our conditioning formula is made using only the purest, vegan ingredients and contains no ammonia, peroxide or bleach.” which would definitely make me want to try the product even more so! They also offer a range of 13 hyper-performance, semi-permanent hair dyes (that can be mixed together, check out their website for combos to try!) with fun names for only $16, and not only is this an amazing company that creates great colors, the formulas are vegan and cruelty-free, and with proper care it will likely last up to six weeks. In order to take advantage of these vibrant colors, you do need to be lightened to a medium or pale blonde, otherwise this product will be more of a tint for darker hair types. So, if you’ve been dying to get that unicorn hair look there’s nothing stopping you now, especially because these products are good enough for a pro and easy enough for a newbie!
While other retailers dread showroomers, Fabletics welcomes them with open arms since the company is primarily an online retailer. Being an e-commerce seller has its own challenges; Amazon has 20 percent of the online fashion market, however, Fabletics offers consumers several reasons for shopping with them instead of Amazon. First, Fabletics offers trendy mix-and-match athlesiure wear at very reasonable prices compared to their competitors and they get new styles to the market quickly. In addition, Kate Hudson’s company offers exclusive designs and a personalized shopping experience. By comparison, Amazon provides a generic shopping experience with no social aspects. Hudson is an avid social media user; her posts show how versatile Fabletics’ fashions are for typical busy mothers like herself.
Opening physical stores is bringing Fabletics new customers as shoppers are able to see the quality of Hudson’s line of activewear for themselves. Also, about a quarter of all in-store shoppers are signing up for VIP membership accounts, so they will continue to shop at Fabletics each month for curated outfits from the comfort of their own home. Using data from online shoppers, Fabletics stocks their stores with locally popular products, therefore, customers generally find exactly what they are looking for on each visit. Hudson is taking on Amazon with data-driven, tailored experiences that resonate with consumers. Amazon will never be able to engage customers the way Fabletics does as subscription models allow customers to feel like they are part of a brand.
Founded in 2013 as a subsidiary of the TechStyle Fashion Group, previously known as JustFab, Fabletics is a rapidly growing company that is increasing its revenue by 35 percent each year. Fabletics, which now sells swimsuits and dresses, added a menswear line called FL2, with Oliver Hudson, Kate’s brother, who says the line is appropriate not only for the gym, but for everyday wear as well. Excited by the new line of dresses, Kate says they are made of the same comfortable performance material as her workout gear, yet they are ideal for the office or a night on the town. Some of the dresses have built-in sports bras, however, all of them hold everything in and make women look as good as they do in leggings.
TechStyle’s co-CEO Adam Goldenberg and Don Ressler partnered with Hudson, who is not simply another actress endorsing a line of clothing. Hudson takes an active role in the company, and her social media posts and advertisements resonate with women worldwide, since she is approachable and down to earth.