Fabletics: Ignoring User-Reviews Can be Costly for a Modern firm

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.

The Early Life and Career Accomplishments of Adam Milstein

Adam Milstein has a proven track record of success as a philanthropist, real estate developer, and leader. His work as the president of the Adam and Gila Milstein Family Foundation is centered on strengthening the Jewish community and the ties between the United States and the State of Israel. As an Israel native, Mr. Milstein graduated from Techinion in 1978 shortly after completing his compulsory service in the Israel Defense Forces. After moving with his wife to the United States in 1981, Adam joined the University of Southern California where his relentless efforts earned him an MBA in Entrepreneurship. Afterwards, he embarked on career as a real estate broker in Southern California.

He currently holds the position of a managing partner at Hager Pacific Properties, a commercial real estate investment firm managing several million square feet of industrial and commercial real estate throughout the United States. Besides being Israeli-American Council’s co-founder and national chairman, Adam Milstein serves on the boards of several other charitable and philanthropic organizations such as the Jewish Funders Network, AIPAC National Council, and Birthright Israel. Adam lives with his wife, Gila, and their three children in Encino, California. He met Gila Elgraby in Haifa in 1974 and relocated to the United States in 1981.

Through the Adam and Gila Milstein Family Foundation, Mr. Milstein supports various charitable and philanthropic organizations to strengthen the Israel- U.S. ties, the Jewish community, and the State of Israel. His philanthropic services range from fundraising, partnership development, and consulting to support various programs related to pro-Israel advocacy, Jewish continuity, and Jewish Education. Adam Milstein’s philanthropic philosophy is anchored on three principles.

  • Life Path Impact

Adam Milstein works with organizations that engage their target audiences at different life’s stages. He strives to develop programs tailored for childhood and adulthood to maintain connection with their target audiences.

  • Active Philanthropy

Besides financial aid, Milstein and staff at the Milstein Family Foundation invest significant time and expertise in every program and project they undertake.

  • Philanthropic Synergy

Adam Milstein works with other non-profit organizations that work toward shared goals to develop programmatic partnership and synergies. That has allowed philanthropic organizations to amplify their impact.