Fabletics: Customer Focused

There’s a new way to shop, and it doesn’t necessarily have to be online. Whether they’re online shopping or in-store shopping, people are crowdsourcing their purchase decision. Crowdsourcing is gathering information from multiple sources, with personal experiences, to make a conclusion about a particular subject. When it comes to shopping, the conclusion is whether to buy or not.

Modern consumers, no longer trusting traditional advertising and marketing, turned to online reviews written by people just like them. These user reviews are a significant factor in the decision-making process. In fact, it’s the most impactful determining factor. Research shows that people are less likely to buy from a company that has a bad reputation.

While some companies haven’t caught on to how online reviews work, savvy brands developed review-centric marketing strategies. If a company is customer-focused, their customers will give them shining reviews online. That, in turn, brings in new customers because people trust online reviews as though they are personal recommendations.

It’s amazing how much social media has changed the way businesses advertise. People rely on reviews more than they realize. One study revealed that most people keep tabs on their favorite brands, researching them at least once a month, and regularly read reviews.

A positive online reputation is a part of Fabletics’ founding principles. Founded only four years ago, Fabletics is already a dominating force in the activewear market. It wasn’t easy overcoming powerhouses like Lululemon, but Fabletics had something Lululemon didn’t; affordable prices.

It’s amazing to think that a brand with such on-trend fashion is actually affordable. There’s even a positive message behind Fabletics’ fashion. When Kate Hudson, co-founder of Fabletics, first started talking about the brand’s lines, she wanted to create fashion that would inspire every woman wearing Fabletics to embrace an active, healthy lifestyle.

Over the years, that positive message and friendly personality attracted 1.2 million monthly members. It’s also attracted more than 20 million social media followers. Recently, Fabletics received another boost in its reputation after announcing their first plus-size lines. Plus-size women are usually left out of fashion movements, so Fabletics wants to be different.

Before Fabletics, the only companies creating plus-size activewear were either cheaply made or they charged $250 for one pair of leggings. Activewear shouldn’t be about money; it’s about America’s struggle with health.

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