People are brand and market conscious these days and know which brands are doing well and provide better value for money in comparison to others. It is because the people have the liberty to offer their reviews on the internet that are available for all to see. Customers these days can provide their reviews and feedback about a particular brand, product, or services after each purchase that makes it easier for other customers to judge whether the product they are buying is worth their time and money.
Fabletics is an athleisure brand that was inaugurated in the year 2013 with the aim to provide quality athleisure products at an affordable price. At the time Fabletics entered the market, there were many other brands already existing in the market. However, most of the brands that provided athleisure products offered it at a high price, which made it difficult for the people to afford them.
Fabletics aimed at bridging the price difference in the athleisure niche and make buying athleisure wear affordable for all. Even though it is a relatively young company, it managed to take its annual sales to over $250 million in just a few years, and also make retail e-commerce giants like Amazon rethink their marketing strategy. The reason behind the company’s massive success is that it embraced the reviews and feedback of the customers to know what they are looking for. It helped the company to provide the end users what they wanted at the price that didn’t pinch them.
Adam Goldenberg and Don Ressler, the co-founders and co-owners of Fabletics also used the technology to analyze the sales metrics to provide better and more accurate services to the target audience. They introduced the VIP membership model that helped the loyal patrons of the company to gain additional discounts and perks on the already affordable product range, making it easier for the shoppers to enjoy an active and fit lifestyle, fashionably.
Kate Hudson, one of the Hollywood celebrities with fans across the globe, is also the co-owner of Fabletics. She helps tremendously in ensuring that the designs of the Fabletics’ product range remained fresh and oriented towards the fashion trends. The association of Kate Hudson with Fabletics has helped in providing the brand that much-needed mileage to stay ahead of the competition and also assisted in making Fabletics an aspirational brand. She is engaged with the business side of the name as well as the designing part and uses technology extensively to know what is working and what isn’t, so that accurate business decision is made to increase sales and revenue.
The use of Big Data in making business and management decisions also helps in ensuring that the customers are given value for money products that align well with their preferences. Kate Hudson has assisted in getting some of the celebrities to launch their styles in the limited edition collections started by Fabletics. Customers looking to shop at Fabletics must try their Lifestyle Quiz to understand the shopping model unique to the company.