Fabletics is an online American retailer that sells accessories and women’s sportswear, which is commonly referred to as Athleisure. It has twenty-two brick-and-mortar stores although it is best known for its e-commerce. It was founded in 2013 by Don Ressler, Adam Goldenberg and Kate Hudson who spotted a niche in the active wear marketplace. Most of the sportswear in the market at the time according to them was not stylish and high-quality at an affordable price.
I think the brand has been set apart from competitors as top in its field by the following tips given by Kate Hudson herself. Firstly she identified marketing opportunities, which in this case were there were a lot of expensive activewear, and there were not any to cater for all shapes and sizes. Secondly, Kate Hudson says. She stays hands on her business by looking at numbers every week which a lot of people do not do. Thirdly she relies on big data to make better decisions. This she does by interviewing new members of her brand to determine things like the prices and getting models for her brand. Fourthly she says you need to stay inspired to be successful. She draws her inspiration from her kids. Lastly, she says you believe in yourself and take risks. These are what I think have made Fabletics stay on top of its field.
Fabletics is leveraging the power of the crowd by using reviews and getting a lot of positive reviews. Consumer reviews increase loyalty, customer retention for brands and increase sales. This is because consumers trust reviews a lot. If a product initially used by a lot of consumers gets a negative review, many of the consumers stop using the product. Fabletics has used this to its advantage because it gets a lot of positive reviews.
Kate’s take on the winning athleisure brand is that although she is proud of the things she is doing in business, her heart is still in being an artist. She said she is not about to quit her acting soon. When Kate was approached by the other two founders, she was heavily involved since day one.
Kate also faced negative press who called her business a scam among other complaints like their most popular items were sold out. She did not give up still, and later on, she got a positive review. Through her efforts, Fabletics upgraded their customer service.
Lastly, I would like to encourage readers to take the Lifestyle quiz to find out which Fabletics gear is most suitable for them.