Digital Age consumers are no doubt different from buyers that existed before the advent of the internet. Diana Wertz, a digital marketing expert, published an informative piece on the HuffPost in August exploring the nature of the modern consumer. She went further into detailing why companies that have tailored their marketing strategies to suit the needs of the contemporary consumers are laughing all the way to the bank. Case in point: Fabletics.
The American company is leveraging the internet to retail athleisure products for both men and women. Created just four years ago, Fabletics has gotten off the ground in a manner no one expected including its competitors, Lululemon, Athleta, etc. Fabletics has grown from a small startup to a multi-million company earning over $230 million in revenues. Its revenues stream not only from the U.S clients but also international buyers as the company has since gone global. The company which uses an online subscription mechanic and does not shy away from announcing that it has over one million paying members; others sign up daily either through their website or physical stores spread across America. The innovative minds behind Fabletics, Kate Hudson, Adam Goldenberg, and Don Ressler have cemented their position as forward-thinking entrepreneurs that can build an outfit from the ground up in an industry dominated by significant players such as Amazon.
Wertz writes that the secret behind Fabletics’ success is a relatively new marketing technique that is presently gaining traction owing to the success rate associated with it: review-centric marketing strategy. The technique capitalizes the habit of the modern consumer whose purchasing decision is based on reviews on products or services. Of course, positive reviews inspire them to make purchases while negative reviews, even if the product is cheaper than competing items, discourage consumers from purchasing. There are various types of reviews but Fabletics, just like other companies using the technique, is focused on user reviews. While modern buyers can access user-reviews anywhere including from friends or relatives, many of them tend to source for user reviews online. Obviously, a company’s online presence goes hand-in-in hand with the user reviews.
While some marketers may dismiss the concept of user-reviews, surveys indicate that ignoring the idea may be costly to such firms. BrightLocal, a U.S company that provides local SEO tools & local citation services, published the results of its survey which affirmed that over 84 percent of online buyers trust user reviews, and they crowdsource for the reviews. Fabletics’ online presence is desirable as it is efficient.
As Fabletics is scaling the heights of the fashion industry, Kate Hudson is establishing herself as a shrewd business person just as she is an iconic actress. Although she had the option of delegating her share of duties to her fellow co-founders, Kate is walking the talk. She is not only involved in the daily running of the company but also the design of the athleisure product. She is the face of the company, and her fame is working in favor of Fabletics.