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.

Fabletics: Reaching New Heights

For companies like Fabletics, which rely solely on the power of the crowd, success can easily slip through their fingers. Luckily, Fabletic’s foundation is based on review-centric marketing. Fabletics is a straight-to-consumer brand, which offers deals directly to their members. By using a subscription mechanic to sell directly to their customers, they’ve embraced the modern consumer’s preference of shopping.

The brand, co-founded by Kate Hudson, launched in 2013. Since then, Kate and her team have grown Fabletics into a $250 million business. Much of that success is due to the company’s ability to embrace customer opinions and make necessary changes quickly.

Kate Hudson’s contributions to the company are invaluable. Unlike a lot of other celebrity business owners, Kate Hudson actually works closely with the people running the company. She’s one of the most recognizable fashion icons in the world, so she, of course, works closely with the designers.

Since the beginning, it was important to Hudson that Fabletics makes products for all women. Not every activewear brand makes clothes for older and plus size women. Thanks to her commitment, Fabletics comes across as a brand that wants to inspire women to look and feel their best while encouraging them to become more active and healthy in their daily lives.

Hudson’s decision to expand into plus sizes was validated after realizing the market opportunity for plus-size activewear. Another aspect to Fabletic’s marketing success is slowly encouraging people to change their unhealthy habits. It’s easier to help people along at their pace. As their customers change, so does the fashion.

Also, Kate Hudson works with every department of the company. She can’t properly promote her business if she doesn’t truly know what’s going on. She even works with the advertising department. Last year, she directed her own 30-second social media commercial.

Fabletics learned the power of the crowd early on. Some time ago, one reviewer’s blog post about Fabletics got a lot of attention. To many people’s surprise, the reviewer was not sponsored by Fabletics. Her review was her honest opinion about Fabletics as an activewear brand.

Her conclusion: Fabletics is worth the money. She’d actually recommend Fabletics to her friends or anyone that might be interested in Fabletics. Fabletics even offers a free lifestyle quiz that allows any woman to see what items Fabletics has that she might like.