Fabletics: Changing the Athleisure Game

Fabletics, the athleisure clothing brand that Kate Hudson is the face of, has taken the world by storm. The company launched in 2013 and as of this year has about $250 million in revenue and over a million paying members. The company was able to garner this success through the use of a few specific strategies. One of the most interesting is its attention to the “power of the crowd”. The “power of the crowd” generally refers to consumer “word-of-mouth”. Most of the power of the crowd relies on customer reviews. Researchers have found that people pay a lot of attention to customer reviews when they are considering purchasing from a company. In fact, the number of brands including reviews on their website has increased by over 70% since 2014. Reviews are powerful in a few different ways, they not only help the customer, they help the company the customer is buying from. Positive reviews are the kind that specifically help the company in they do so by improving search engine rankings, and attracting repeat customers. Positive reviews help with customer acquisition, loyalty and retention. The customers are the center of Fabletics attention, and it has paid off big for the company.

 

Kate Hudson, the company’s face to the rest of the world, places great importance on the customer experience as well. She, and all of the people at Fabletics have worked over the years to ensure that the quality of the clothing made and the customer service offered meet the highest of standards. In fact, they delayed the original launch of the brand because the quality of the clothing order they had put in was not of the highest quality. A Forbes article highlights the fact that Kate is devoted to making sure the customer is satisfied. Though most people know her for being an amazing actress, she has stepped up as a business woman and is very active in various aspects of the company. She does everything from helping with selecting designs to social media strategizing. According to Forbes, Kate actually looks at which products are selling, in order to help decide what kinds of business decisions should be made. Despite some hiccups throughout the building of the company, Fabletics has been able to thrive because it follow what some might call a “data-driven approach to business”. Kate plays a role in assessing this data because she will not put her name on anything that is not authentic and of quality. Fans of her acting should not worry, however, as she has said that acting is “where my heart is at”.