It’s no secret that business models are evolving. Consumers have more buying choices than ever before. This means that companies either need to keep up or get left behind the businesses that are innovating. Fabletics has proven to be a huge innovator in the way that people purchase athletic wear. The membership model has taken ahold of every industry from shoes to razor blades. Fabletics has brought this to the athletic wear clothing industry and has garnered $250 million in sales and 200% growth in just a few short years. Fabletics is definitely on the rise and gaining new memberships daily. The company refuses to be stagnant and even recently announced it will be launching a line of athletic wear for plus size women.
What is the Power of the Crowd?
Fabletics uses the power of the crowd of fans in the digital world to build its reputation and to gain new members. Many people are likely to trust crowd-sourced reviews of many average people than one celebrity. These reviews build a level of trust that one endorsement couldn’t achieve. Most consumers check online reviews before purchasing something as small as a jar of peanut butter or a new type of bottled water. When looking to subscribe to a monthly membership, reviews are essential to gaining new members.
Why Fabletics Went Digital First
Fabletics has chosen to focus its strategy on digital rather than brick-and-mortar locations. With just a few stores in some of the country’s biggest shopping cities, Fabletics would rather bring the experience into its members’ homes and phones. Members have the ease of doing everything online and a few days later a great new athletic wear outfit arrives on their doorstep.
Kate Hudson’s Role with Fabletics
When Fabletics was founded in 2013, Kate Hudson was mainly focused on acting. She was approached by the owners of TechStyle Group to become the face of Fabletics. Kate Hudson embraced the idea but noted that she didn’t simply want to be the spokesperson for the brand; she wanted to be a true part of the team. Kate stated that she would never represent a company she didn’t wholeheartedly believe in and would wear herself on a frequent basis. She is involved in everything from social media strategy, to selecting styles, to overseeing major changes in customer service style. She even checks sales data on a weekly basis to always be in the know.
Another thing that helps Fabletics stand out from competitors is the unique Lifestyle Quiz on the company’s website. It is a simple and enjoyable quiz designed to learn about things like fashion preferences, workout style and, of course, sizing. Once the quiz is completed, everything you experience with Fabletics is totally tailored to your personal preferences, giving each person a unique experience. The Lifestyle Quiz is a wonderful first step to acquaint yourself with this brand on a meteoric rise!