Understanding the Growth and Marketing Model for Fabletics

Fabletics has sown incredible growth since the inception of the company. While the business is not the first to delve into the sales of women’s athletic wear and accessories, this online subscription retailer has managed to set itself apart from competitors. In fact, Fabletics has been noted to be the top dealer of athleisure products. The brand was originally launched in 2013. Since then, the revenue has increased by over 200% and there are over one million paying customers. The most common question for other businesses and organisations is simple: how has Fabletics achieved this incredible growth within a short time?


The Power of Crowd Sourced Reviews

In the past, consumers had to rely on the details provided by a company on any product before purchase. The buyer would look at the product description on official websites and other online stores before making their decision. However, this has changed over the last few years. In simple terms, the purchases made by customers are currently being controlled by the power of the online crowd. People who want to buy any item will check crowd-sourced reviews for information.


The obtained data will help them decide whether to purchase or not. This trend can be attributed to the fact that other customers are considered more reliable than the suppliers, retailers and manufacturers who are primarily motivated by profit. Due to this general trend and the changes in the practices of the consumers, more brands are focussing on marketing strategies which leverage the power of crowd-sourced reviews to improve the popularity of the brand.


Fabletics has grown because the business understands the importance of customer reviews in marketing. The company leveraged the general prominence of reviews provided by user from the initial launch through the continuing journey. As a result, the brand was able to inspire customer loyalty due to the presented information. In addition, there was an increase in the acquisition of clients and customer retention. Simply speaking, there is great power in customer reviews. They increase ranking in search engine results, drive higher revenue and encourage new customers to try out unknown products.


Kate Hudson and Fabletics

Since the inception of Fabletics, Kate Hudson has been a valuable partner in the founding of the athleisure brand. The goal of the brand was to create beautiful workout wear which was affordable and inclusive. The founders of TechStyle Fashion Group have worked together with the actress to accomplish just that. Apart from sourcing reviews from general customers, Fabletics has also leverage the reviews provided by celebrity users such as Demi Lovato.


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