Crowd-sourced reviews have become the number one determining factor concerning final purchases. For decades, consumers relied upon company-endorsed promotions and sponsored reviews. These days, consumers trust the real reviews of fellow consumers. One study showed that modern consumers trust online reviews as much as a personal recommendation.
Fabletics is one company capitalizing on the market shift. Since its launch, Fabletics focused on working directly with their members. It’s one of the few direct-to-customer membership sites that actually work. Fabletic’s review-centric marketing strategies proved successful by generating more than $250 million in revenue. Many of the company’s executives credit that success to user reviews.
The other half of the company’s success is co-founder Kate Hudson. For the executives of TechStyle Fashion Group, Fabletic’s parent company, there’s no better celebrity to lead their athleisure retailer brand than Kate Hudson. Hudson managed to build a successful fitness wear brand in a market already conquered by numerous big-name activewear powerhouses.
Within four years, Fabletics accumulated quite a following. The brand has over 20 million Twitter followers and 1.2 million monthly members. That success directly reflects the brand’s embrace of user reviews. Their members love their affordable fashion so much; it’s allowed Fabletics to find success in the physical retail market; opening 18 physical stores.
That personal connection members feel with Fabletics is thanks to Kate Hudson. When she joined the project, she wanted to use fashion to inspire every woman to become healthier. She wasn’t focused on creating a brand name with her face on it. She wanted every woman to look and feel her best.
That dream was realized earlier this year when Fabletics announced their expansion into plus sizes. Before Fabletics plus-size line, the only other brands making plus-size activewear charged around $250 for a single pair of yoga pants.
Also, activewear is a growing trend, in particular, among millennials. Millennials are more health conscious than the older generations and have more relaxed standards of fashion. Activewear perfectly combines the functionality of gym clothes with the comfort of casual wear. So, Fabletic’s premise of creating fashionable fitness that suits everyone fashion tastes is a winning combination.
To top it off, Fabletics has gotten a lot of help online reviewers. One, in particular, recently reviewed the brand as a whole. She recommended Fabletics to anyone interested in the brand.