Fabletics: Predicting Change

The economy is an ever-changing ecosystem that depends on savvy businesses. For the most part, businesses used to have all the power to sway consumers either way. These days, that power’s been taken by consumers after being misled one too many times. Now, companies kneel to the power of the crowd.

While it doesn’t seem fair that companies must bend over backward to get new customers, they’re only doing what they should’ve been doing all along. Customers used to trust their favorite brand’s advertising, but recent market shifts allowed certain businesses to get away with taking advantage of their customers.

To combat the pitfalls of online shopping, consumers now research companies before purchasing. This allows the power to shift in favor of the customer. One of the most beneficial sources of information is the comment section found on most websites. By using online reviews, customers get firsthand accounts about a product or service before spending a penny.

According to most studies, over 80 percent of people using online reviews trust these reviews, written by strangers, as much or more than personal recommendations from people they know. This means that companies need to adopt more review-centric marketing strategies to survive.

One brand that adapted quickly is Fabletics. Fabletics became one of the most popular activewear brands in the world in less than four years. To date, Fabletics is a multimillion-dollar business generating over $250 million a year. Last year, their sales increased 43 percent because of online reviews.

Despite some negativity surrounding their original membership model, Fabletics has 1.2 million paying members who are loyal. Everyone seems to love Fabletics’ discount prices on on-trend fashion. It’s the only brand selling that quality of products at such affordable prices. The quality of their products actually surprises a lot of the online bloggers who think the company’s overselling itself.

The most likable thing about Fabletics is the friendliness of the brand. Co-founded by Kate Hudson, Fabletics is trying to take on America’s struggle with health and fitness. Hudson hopes that using fashion to push women toward healthier choices will be a good place to start.

Unlike other brands, which only make products for already fit people, Fabletics makes products for all women; regardless of size or age. By slowing inspiring women, they’re more likely to take that first step if it’s at their own pace.

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