Fabletics is a modern fashion brand. Founded with technology a part of its DNA, Fabletics uses all the latest marketing trends to succeed. For a start, Fabletics is an activewear brand; activewear is one of the most dominated markets in fashion. Finding success in that market isn’t easy.
Over the last four years, Fabletics grew more than 200 percent, generating over $250 million in revenue a year now. Last year, their sales increased again by 43 percent. A lot went into making Fabletics successful, but it’s nothing compared to the company’s personal mission.
That mission was laid out by Kate Hudson, co-founder of Fabletics. She wanted to create a brand that would inspire women to embrace a healthier lifestyle. That’s why it’s so important that her brand creates lines for all sizes and ages of women. That includes plus-size women, who most fashion brands leave out of the design process.
It takes a lot more work to design something for all women, but it’s worth it, in the end, to see them smile. By using fashion, Hudson hopes that women will have the energy to take their first step toward an active, healthy lifestyle. So far, it seems to be working.
People responded well to Fabletics’ new strategies. Using data is something that a lot of companies do, but none of them do the same way Fabletics does. More accurate, none of them do it the way that Kate Hudson does it. She goes over sales numbers every week. If a product isn’t selling like she thinks it should, it’s taken down immediately.
One advantage to having a celebrity being a part of the company is an online presence. One Tweet from Hudson and millions of people know about a new product. Fabletics’ use of technology also places them ahead of the competition.
That online presence is supported by the online reputation given to the brand by millions of reviewers. Over the years, online reviews have become a part of people’s purchase decisions. Reviews are more honest and beneficial to consumers than traditional advertising and marketing.
There are even sites specifically for review research and posts. Companies like Yelp and Trustpilot allow regular people to share their opinions of businesses with the whole world. As a result, companies are more transparent and customer focused, which is what they should be anyway.