Fabletics is an athletic leisure brand. The online brand offers women and men luxurious and stylish working out clothes. The comfortable and quality brand is by American actress Kate Hudson. Fabletics has been able to grow thanks to their crowd user reviews approach to marketing the athleisure brand expansively. Through the consumer reviews, Fabletics has been able to grow to more than two thirty million in profits or over two hundred percent since it was launched in 2013.
Shawn Gold who is the company’s Corporate Marketing Officer says it has now been proven that consumers these days largely purchase their favorite brands due to the recommendation their peers of friends give them. In addition to this, Fabletics has also proven that consumer reviews have assisted their brand in improving loyalty, acquiring customers and retaining the customers. Shawn Gold also revealed that crowdsourcing forces them to be transparent and to focus on their client this benefits the brand hugely. Any brand is mainly meant for the consumer; therefore their say on it should be the ultimate goal of the manufacturer of the product.
According to the latest research performed by various renown companies. More than eighty percent shoppers trust personal recommendations just like online reviews. The research also shows that most consumers have lost their faith in traditional methods of advertising and marketing. Most savvy businesses understand this, and they include customer reviews as part of their advertising and marketing campaigns. This also means that most companies are looking for and more options of incorporating customer reviews in their brands. Take the Fabletics Lifestyle Quiz to find out which brand suits your style.
Kate Hudson And Fabletics
Fabletics was formed in 2013 after the founders of TechStyle Adam Goldenberg and Don Ressler approached Actress Kate Hudson to start a stylish athleisure brand. The duo thought Kate was the perfect partner because she had all the attributes that Fabletics stood for. Kate is stylish, honest, active and friendly and these are the qualities of Fabletics according to the brand’s president Greg Throgmartin.
Kate has played the role of an active partner ever since she joined Fabletics. She has been occupied with the intricate designing process of the clothes, and she ensures that they are stylish. She has also been engaged in selecting the social media strategy, carrying out budget reviews, she also keeps abreast with the sales, marketing, and accounts of the various clothes. The celebrity has also provided a leeway for other celebrities to endorse it.
This includes renowned entertainers like Demi Lovato who believes that the clothes are ageless and they empower and inspire women. Although the company is now raking in a lot of money, just like any other business, Fabletics also faced a myriad of challenges during its formation. Some of the challenges included the negative press which damaged the image of the company.
This was attributed to social media and some celebrities like Cher who had the feeling that the Fabletics membership wasn’t authentic. The luxury athletics brand was also easier to draw on paper, but it proved to be very difficult to deliver. The company’s first three hundred thousand dollars inventory turned out to be of inferior quality, and they had to discard it. Others felt that their trendiest outfits were never available. However, with Kate Hudson communication campaign, business became better, and the company surged ahead.