From Startup to Empire: How Fabletics Leverages the Power of the Crowd

Today is a consumer-centric world in terms of retail. Consumers have a vast array of buying choices and the power of the digital realm means that they can easily find the best price with just a few taps. In fact, one in three customers now actually price shops online while they are in a physical retail store.

 

That’s why brands like Fabletics are choosing to go digital first for their consumer experience. Fabletics, a membership-based athletic wear company, has a smart and modern marketing plan to reach people using leveraging the power of the crowd. A recent study by BrightLocal showed that 84% of consumers now trust online reviews just as much as they trust a word-of-mouth review. This statistic has soared over the past few years as review options continue to grow.

Fabletics uses the power of the online crowd to gain new customers and to build a unique customer experience that feels highly personal. Fabletics utilizes crowd-sourced reviews from its members. These reviews are highly specific, often include pictures and have helped build what feels like a strong online community of Fabletics members. Fans review on places like Facebook, Instagram, Google and a variety of other online platforms.

 

When considering enrolling in a membership-based subscription to Fabletics, seeing the wonderful reviews already out there can help tip the scales to make that final decision to become a Fabletics member. Fabletics also decided to bring the entire experience in a digital platform. The company has just a handful of locations in select cities. This has become a trend that more and more companies are following, saving overhead and allowing people to enjoy a shopping experience from their computer or phone.

 

Spearheaded by actress Kate Hudson, Fabletics is a true success story in both the startup and fashion worlds. The company was launched just a few short years ago and has already gained over a million paying members that receive Fabletics outfits each month. The company has generated over $250 million in revenue and saw an incredible growth rate of 200%. The company has proven to be a true disruptor in the way people everywhere by athletic wear and clothing in general.

 

Kate Hudson is very active at Fabletics. When she joined the project she did not want to simply be a spokesperson for the brand, but be a part of the leadership team. She typically joins meetings, works on advertising strategy and monitors sales data on a weekly basis to keep up with what pieces are trending. She noted that she would never become the face of a brand she didn’t truly believe in and would wear.

 

Fabletics also has a unique Lifestyle Quiz on the company website. The quiz consists of just a few simple questions that will ask you about things like your personal style, exercise preference and sizing. Once you complete the quiz, Fabletics has a unique algorithm that will completely modify your user experience on the site. From then on, every piece of clothing shipped to you will be tailored to meet your unique preferences. Pretty cool, right?