Only founded four years, Fabletics found success in a market already dominated powerhouses. When most people think about ‘activewear’, they think Lululemon or Under Armour. Activewear combines functionality and comfort. In a society becoming obsessed with health and fitness, activewear is an ever-growing trend. Fabletics is one of the top brands in the world.
It goes without saying that social media plays a huge role in a company’s success. For Fabletics, having a celebrated-celebrity Kate Hudson as a co-founder boosted its online presence. To date, Fabletics has more than 20 million Twitter followers. Not every follower is a paying member, but 1.2 million of them are. Fabletics also sells in eight countries.
Like any company that finds success faster than most, Fabletics faces constant negativity. Despite the online negativity, its 1.2 million monthly members continue to be loyal. Mostly, they love the on-trend fashion at affordable prices.
Fabletics was the first brand to combine on-trend fashion and discounted prices. Additionally, the brand uses a subscription mechanic to perfect its personalized service. There’s so much about Fabletics that members love, it’s hard to mention them all in one article. The biggest surprise: Fabletics’ products use high-quality materials, so there are no see-through or fading problems.
In fact, Fabletics surprises a lot of people. Because of its low prices, people don’t think that Fabletics is a high-quality brand. If the opinions of the 1.2 million members show anything, it’s that Fabletics is one of the most popular activewear brands for a reason.
It’s opinion that keeps Fabletics growing and expanding. Customer opinion is the most powerful determining factor in the modern consumer’s purchase decision-making process. Before, consumers relied on their favorite brand’s advertisement to direct them to the best product. Since then, the power of the crowd has taken over the economy.
It’s not surprising that people stopped listening to company advertising. For the past few years, a lot of e-commerce brands offered low-quality products and services for too much money. People began looking for a better way to see through the lies, and they found the online reviews of their fellow consumers.
Now, people trust user reviews far more than they trust traditional advertising and marketing. According to review sites like Trustpilot and Yelp, user reviews offer safety, trust, and power that company-sponsored advertising doesn’t.