Fabletics: Trusting Customers

It takes a lot for a multimillion-dollar company to release the reins and trust the economy. It’s such a difficult task that most companies avoided it at all cost. These days, companies have no choice but to accept their lack of control over their success. Crowdsourcing is one of the most popular consumer choices when determining a final purchase.

As odd as it seems, people look to online reviews from other shoppers to determine high-quality value. This allowed numerous companies to flourish in markets previously dominated by powerhouses. Fabletics is one of those companies. Since 2013, Fabletic’s grown into a $250 million company with over a million paying members.

Fabletics managed to do what other companies failed to do by taking advantage of reviews as soon as they became popular. It’s just a fact that modern consumers trust online reviews. In today’s society, people tend to research businesses and products before making any final decisions.

According to one study, 84 percent of people use online reviews to make those final decisions. Several studies showed that most people trust online reviews as much as or more than they trust personal recommendations from people they’ve known for a long time.

Fabletics also has a plethora of loyal fans that love the discounted items. Part of Fabletic’s premise was to create a line of activewear that combined high fashion with affordable prices. While other brands sell $250 yoga pants, Fabletics often has thousands of items discounted up to 50 percent off.

It also has a celebrity leader pushing the brand in a brighter direction. So far, Kate Hudson’s decision to join Fabletics as a co-founder has proven to be a great decision. She adds a level of compassion and heart to the company that other activewear brands lack. She’s been fighting for women of all sizes since the day she joined the team.

Her contributions aren’t as celebrity-based as people think. She’s actually hands-on with the company on a regular basis. At least once a week, she looks over sales numbers and determines which items are selling the way they should. If a product isn’t selling, it’s replaced with a newer product.

She even works with the marketing department when she has a brilliant idea. To date, her greatest contribution to marketing was an unfiltered commercial she shot with her phone. It showed a personal reality of Fabletics that more expensive brands lack.

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