Fabletics: Changing Lives

What’s the most important thing in today’s American society? That’s not an easy question for most people to answer, but the answer should be health and fitness. Despite all the adverse and controversial issues America’s struggling with, health and fitness is something that affects every one of all cultures and backgrounds.

America has a huge problem with health. That’s why activewear, or athleisure, is so popular amongst millennials. Millennials are more health conscious than the previous generations, and they love wearing comfortable clothing. Activewear is something that’s worn in the gym or hanging out with friends. At many young companies, it’s even being worn in the office.

When it comes to activewear, there are many brands and retailers selling on-trend or affordable lines. The problem is that very few sell products that fit into both categories. Fabletics is one of those few. Since its launch in 2013, it’s focused on creating on-trend fashion that doesn’t cost nearly as much as the competition. An example: Fabletics sells its leggings, regardless of size, for about $69 a pair. Other brands sell their leggings for closer to $100 a pair. And plus-size leggings cost upward of $250 for a single pair of yoga pants.

That’s not the only way Fabletics is outperforming the competition. Like many new big-name fashion brands, Fabletics started out in the e-commerce market. Now, it’s added 18 retail stores to its revenue stream. Not an easy thing to do considering people’s new habit of looking around offline, then going home and buying online cheaper.

To counteract this habit, Fabletics focused on forming relationships with its members. Customer loyalty is extremely important to any business’s success but especially these days. That’s why Fabletics offers so many extra features and special offers like a free lifestyle quiz that shows non-members products they’d like.

All the extra work Fabletics does isn’t going unnoticed. Millions of people support Fabletics, 1.2 million are even members. The 20-plus million are social media followers and non-sponsored bloggers and reviewers. Obviously, with crowdsourcing becoming more preferred over traditional marketing and advertising, reviewers are the most important.

Research shows that people trust online reviews and their favorite bloggers more than multimillion-dollar advertising. The smartest brands figured out how to use online reviews as a form of advertising that customers trust.