One of the words that people would use to describe fashion is discouraging. Both men and women find themselves discouraged at what fashion has to offer. For one thing, many people do not know where to start with style. Even those who have a good idea of the style they want are going to be faced with the huge prices. This often leaves people discouraged that they don’t have enough money for the items they want. Then there is the merciless view of fashion that deals with those who dare to step outside of the norm with tons of ridicule and shaming.
When looking at all of the antics of people in the name of fashion, it is only natural for people to feel a little discouraged and to settle into what they have now. However, there are people who are feeling courageous about their clothing and are looking for something that is daring and challenging. This is where Fabletics comes in. This brand is designed for people who are a little more willing to express their own personal style. It is also for people who are hoping to explore their artistic curiosity when it comes to fashion choices.
Even those with a good sense of style and enough finances to handle it may be faced with a different kind of discouragement. One thing that people see modeling the clothes are those who are rather thin. When they see themselves in the clothing, they may feel a little more ashamed because they are not in the shape they want to be. This may cause them to feel unworthy of their style. Kate Hudson, one of the founders and owners of Fabletics is aware of the discouragement that larger women often face. Therefore, she has made Fabletics an all-inclusive brand in the name of the “body positive” movement that is going around.
Fabletics of the TechStyle Group has done a lot to take fashion away from a more exclusive and judgmental atmosphere to a more welcoming and encouraging environment. This is one of the reasons that it continues to grow as a brand.
In today’s crowded marketplace, brands have to be crafty in order to get and maintain customers. Fabletics and other savvy brands seem to understand the impact that the power of the crowd has on the purchasing decision of an average consumer. This is the reason why they are leveraging crowd power in a bid to improve the image they create in consumers’ minds as well as improve their sales. A large number of modern consumers are relying on reviews sourced from crowds of people to make up their minds on whether to buy a certain product or not. The modern consumer believes these reviews just as they would trust those from familiar sources. Savvy brands like Fabletics have embarked on exploiting this information to increase the popularity of their products and brand.
Leveraging crowd-power is highly rewarding going by the look of things at Fabletics. The company’s annual revenue grew by 200% and its paying membership surpassed the one million mark ever since its launch back in 2013. These huge achievements have been attributed to the brand effectively using consumer reviews. The brand’s use of positive user reviews has helped it increase customer purchases, customer retention and enhanced brand loyalty. A large number of consumers today take time to read the various online reviews available before they make purchases. Most consumers believe in crowd power than conventional marketing.
A good number of consumers read the reviews on a regular basis to check if there is any useful information whether positive or negative regarding a brand they are interested in. The information they get is crucial as their buying decisions hinges on it. Fabletics and a number of other successful brands have embraced the inclusion of crowd-sourced reviews in place of prices on their websites. Reviews are more important in today’s market than the price as they are more genuine and authentic leading to increased revenues by companies such as Fabletics. These reviews also offer better customer acquisition investment as well as improve their search ranking.
Brand and Product Improvement
At Fabletics, most sales involve repeat customers or those referred to the brand via referrals. This explains the reason why Fabletics responds to online consumer reviews in a bid to fine tune their brand and products. Fabletics uses information from these crowd-sourced reviews to refine its brand and products. This has made the company become more focused on its customers and more transparent in its dealings with them.
Kate Hudson’s Take on Fabletics
Despite Kate Hudson being an actress without any business background, she has been deeply involved with the company’s development and growth. She got involved with the operations of the company from the word go. She is involved in its designs and styles and understands the hot selling products and those doing bad.
Kate Hudson has assisted the company find a footing in the athleisure market by ensuring its products are of a high quality but at unbelievably low prices. She ensured that the company maintains an open communication with its customers at all times. Fabletics encourages its visitors to undertake a lifestyle quiz in order to find out the best Fabletics gear for them.
The production of the activewear wear has been an emerging field in the fashion industry in the past few years. The clothes are designed to be stylish, fashionable, and quality. They can be worn to sports activities or as casual wear. Most people feel more active and comfortable when wearing them to the gym, when relaxing indoors, in the park, and when taking short walks. Top fashion designers are currently involved in the sector, and their presence has significantly improved the products. Many cloth lines have tried to venture into the business, but they have faced setbacks due to their high cost of their products and lack of design ideas. Fabletics is a top e-commerce website that has been in the industry since 2013. The firm was established by Kate Hudson who is a renowned actor and businessperson. It has been offering activewear that is top notch, affordable, trendy and stylish to women in all parts of the United States. The e-commerce company has been successful in the past three years that it has been in the market since its worth has grown about $250 million.
Kate Hudson and her partner started Fabletics as a standard e-commerce website that focused on offering athleisure wear. The enterprise has grown over the years, and it currently serves millions of subscribers in the United States. Its subscription service enables it to deliver products to its clients every month. Members can also browse the online store to buy clothes that they would like to own. The subscriber that use the company’s products have been increasing every year, and therefore, it has opted to establish physical stores. Fabletic currently owns 16 brick and mortar stores and 12 others will be opened this year. Many market analysts believed that it would be difficult for the company to penetrate the fashion industry since it was controlled by old enterprises such as Amazon. Amazon is one of the pioneer e-commerce giants, and it currently serves about 20 percent of the clients who buy clothes online.
The membership packages that Fabletics offers have made it stand out. It has been ensuring that it understands the needs of the customers to enable it to serve them well. The company asks a few questions that inform it on the preferences of the clients. Fabletics makes high profits because it uses multiple outlets in selling its products. “Reverse showrooming” has also been enabling the company to interact well with it long-term clients hence developing healthy relationships.
Fabletics is committed to ensuring that its customers receive high-quality products. It makes all its clothes stylish and trendy to exceed the needs of the customers. Hudson understands fashion, and she would like every woman in the United States to access the best clothes. Fabletics enables people to own customized activewear products at a cheaper cost than its competitors. Individuals who have registered as members purchase products from the brick and mortar shops stores at a discount. The online platform of the firm is easy to use, and therefore, one can register easily.