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Fabletics: The Right Marketing Strategy

Marketing has a bigger impact on a company’s success and survival than most people think. Historically, all a company needed to be a success was a good product or services at fair prices. These days, consumers want more from their favorite brands, which placed a lot of power in the hands of customers.

In some cases, this shift in consumer behavior was harmful. In most cases, companies adapted more review-centric marketing strategies, embracing modern consumers’ decision making processes. The biggest contribution to that process is user reviews. Consumers are accustomed to researching brands before buying from them, and reading the reviews of other consumers who’ve already purchased something from that brand is increasingly valuable.

This new trend occurred after too many companies mislead consumers, shattering the traditional trust between companies and their customers. Now, consumers trust online reviews as much as personal recommendations from friends. Several studies suggest that the number of people relying on online reviews will only grow as time goes on.

For a company like Fabletics, this is all good news. Fabletic’s always been focused on making every customer feel appreciated and special. By using a subscription mechanic, Fabletics is able to offer a personalized service that no other activewear brands offer.

By the time Fabletics launched in 2013, the activewear market was already dominated by household names like Under Armour. Despite the uphill battle, Fabletics became one of the most popular activewear brands in the world. To date, Fabletics has over 21 million Twitter followers.

Like all highly successful companies, Fabletics has people trying to degrade its reputation by spreading negative comments. Despite the negativity, Fabletics members love the numerous discounts on hundreds of items. Being able to buy on-trend fashion for half the price of other brands seems to be a winning combination for Fabletics.

The other half of Fabletic’s success is its commitment to making women feel and look their best. This commitment comes from one of the brand’s co-founders, Kate Hudson. Since Hudson’s joined the company, she’s wanted Fabletics to create lines for all women; regardless of size or age.

Being the first activewear brand that creates products for all women was a brilliant decision. America is becoming more health conscious and women would love to look their best while getting themselves to a healthier place. Before Fabletics, the only brands making plus-size activewear charged upward of $250 for a single pair of leggings.

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