It’s extremely important that every company keep up with ever-changing marketing trends. Sometimes, the trends are completely company-focused, while other times all the power is given to the crowd. Currently, the economy is experiencing a huge shift in consumer behavior that’s embracing crowd-sourced reviews. These reviews come from customers giving their honest opinions about products and services they’ve used.
Honestly, not every company is on board with user reviews, which is why those companies began suffering. Savvier companies, like Fabletics, are capitalizing on this form of free advertising and have switched to more review-centric marketing strategies. Shawn Gold, an officer at TechStyle Fashion Group, the parent company of Fabletics, credits the brand’s success to user reviews.
The other half of Fabletic’s success comes from its co-founder Kate Hudson. Hudson actually considers herself lucky to have been a part of Fabletics. The brand’s proven to be an international success despite being a part of a market that was already dominated by big-name brands.
Thanks to Hudson’s leadership and personal touches, Fabletics is now a $250 million company. It has over 20 million followers on Twitter and loyal fan base. Fabletics uses a subscription mechanic that’s attracted over one million members worldwide. Recently, the company began opening physical stores and they’re up to 18 stores in the U.S.
That’s very impressive for a woman who hadn’t owned her own business before. It really shows how ingenious her creativity is. She was really inspired by Warby Parker’s e-commerce model, but she had a more personal commitment to her business.
For Hudson, it’s about making all women look and feel their best. She wants all of her members to embrace healthier life choices. She also wants them all to feel appreciated and wanted. Before, she noticed that plus-size women didn’t really have in activewear options; with the exception of a $250 pair of yoga pants a really expensive brand.
Activewear is a big fashion trend now. There are countless companies joining the activewear craze every day, so Fabletics needed to be completely different from everyone else. Creating lines for all sizes of women at affordable prices is something no one else was doing.
Also, no one else is launching new lines every month. It takes a lot of extra work but that’s part of the thrill. She’s come to love the difficulty of keeping up with on-trend fashion while continuing her mission to make America healthier.