Fabletics’ Growth Tied to Leveraging the Power of the Crowd

Most of today’s most successful brands are focused on digital strategy to generate new customers and sales. Fabletics is a brand that is doing it right. Fabletics is relatively still a baby, founded in 2013. Yet, the company has skyrocketed to success and now boasts over one million members who receive monthly outfits from the athletic wear company. Fabletics uses a unique strategy of leveraging the power of the crowd to continue to grow its membership base through trusted online reviews.


What is the Power of the Crowd?

The power of the crowd is mainly focused around gaining crowd-sourced customer reviews. The majority of today’s consumers trust online reviews just as much as they trust reviews from friends. Additionally, consumers also look to online reviews before making even the smallest purchase decision. People trust these reviews because they come from real people who have already used a product or service. Looking at multiple positive (or negative) reviews rather than one endorsement helps generate trust in a brand or product.

Fabletics has perfectly honed the skill of leveraging the power of the crowd. The company has multiple places where people post reviews of their Fabletics outfits. These places include social media platforms and online review sites like Google. Additionally, when bloggers post about their athletic wear they open the article up for comments. This is another way people find Fabletics and determine they want to become members. The great thing about online reviews for Fabletics is that they often include a visual element. Members post pictures of themselves wearing their Fabletics outfits. A great review plus a picture is a great way to show the quality and style o Fabletics outfits.

The result has been phenomenal. Fabletics has grown 200% since its start and 650% from 2015 to 2016. These growth metrics are staggering for a company that has been around just a few short years. User reviews generate a great deal of trust and loyalty to a brand. This will also help keep new customers loyal, as they see the high volume of other people that are also pleased with Fabletics offerings.

User reviews aren’t just great to generate trust with a brand. Having a great deal of positive user reviews also helps brands rank higher in search engines like Google. This makes it easier for people to find the Fabletics site when they type in relevant key phrases.


Kate Hudson’s Take on Fabletics

Most of us know Kate Hudson best for her many movies. She co-founded Fabletics with TechStyle Group in 2013. She is an avid fitness enthusiast. Athletic wear has become a true means to style, rather than simply an outfit worn to the gym or on a run. Kate Hudson is the face of Fabletics but she is also very actively involved in the company. She oversees social media and advertising strategies. She also is heavily involved in the selection of athletic wear.


If you are interested in learning more about the fresh athletic wear company, there is a fun Lifestyle Quiz on the website!

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on

Fabletics Demonstrates why Traditional Marketing Methods are Obsolete

The success of any business lies in the marketing techniques employed. While advertising, public relations, promotions, and sales have dominated the marketing industry for years, these forms of marketing are becoming unappealing to the modern consumers. The arrival of the internet changed all aspects of life including marketing. Modern consumers spend a lot of time online, and marketers developed digital marketing techniques. However, some digital marketing techniques are more viable than others. For example, the review-centric marketing strategy employed by many consumer brands such as Fabletics has proved to be a winning strategy.

Fabletics came to life four years ago. The activewear company is Kate Hudson’s brainchild. Kate together with Don Ressler and Adam Goldenberg envisioned an activewear company that provides stylish, high quality, and inexpensive products. Some of the enterprises in the activewear clothing business such as Athleta and Lululemon that dominated the market when Fabletics was started provided pricey products which are inaccessible to ordinary Americans. Four years down the line, Fabletics is threatening to dethrone its competitors as the leading activewear company in America.

From 2013 to date, Fabletics’ growth and acceptance in the activewear market have been impressive. The company has opened over six retail stores in America. Also, the company has retail shops in Australia, Canada, Germany, and Spain among other countries; in 2015, Fabletics reported that it had shipped over one million orders to international destinations. Also in 2015, Fabletics introduced a new product line: men’s line. The company boasts of over $235 million revenues. Pundits estimate that Fabletics has enjoyed over 200% growth since it was founded to date.

Many successful brands such as Fabletics adopted review-centric marketing strategy the moment market surveys revealed that positive reviews entice online users. Online buyers search for businesses online, and therefore the first step is for brands to avail themselves online. Online shoppers are particularly in search of “user reviews”; these are reviews that other buys made regarding a product or a service. Depending on the nature of these reviews (negative or positive) a consumer decides to acquire a product or services. Other surveys have indicated that online buyers trust the reviews they read online, and it becomes difficult to sway them even with a low price. Fabletics has successfully made a positive image online. Also, the company has an unmatched online presence; their intuitive website, Fabletics.com, has reviews not only from ordinary users but also from the sensational Kate Hudson. Recently, Fabletics collaborated with Demi Lovato; someone who is known to many online users. Reviews from the likes of Demi Lovato are likely to increase the company’s sales.

Unlike serial entrepreneurs, Kate Hudson gets her hands dirty helping in the of running Fabletics. She is credited for work such as reviewing budgets, implementing social media strategies, and assisting in the design of Fabletics’ clothing. Gregg Throgmartin, Fabletics’ president, is thrilled to have Kate as part of the Fabletics’ team. Throgmartin praises Kate as a person who only promotes what she believes; he says that it is easy for consumers to imagine Kate in Fabletics gear.

Does Kate Hudson’s Fabletics Have a Chance to Topple Amazon?

Amazon is the big dog in the online e-commerce world, they currently command more than 20 percent of the fashion niche. Even those fashion companies with deep-pockets realize they are messing with a hornets nest if they think they can simply muscle Amazon off that huge share of the online clothing marketplace. Enter Kate Hudson’s Fabletics, and this company that has been around only a few years has already amassed over $250 in sales of high-quality women’s apparel.


So how long does Kate Hudson’s Fabletics really have a chance and taking away from Amazon in this niche? The answer might surprise you. If you listen to Hudson, she credits the success of her brand to two factors, reverse show-rooming and a distinct membership platform. Let’s walk through the buying process so you can see first-hand why this company is so successful right now. Women visit the retail store in the mall and can register for a member that affords them numerous benefits. White there, they can also fill out the Lifestyle Quiz to unlock even more member benefits. Now these women shop, try on clothes, and check-out all the new releases to the store.


Here is the secret sauce to the success of this athleisure brand.


Most women shopping at the retail store don’t buy because they already know the apparel they tried on is now locked in their online profile. These same women log into the Fabletics website and now know exactly what size clothing fit them, so they shop around, add things to the cart, and buy more workout apparel than the one piece they tried on in the store. The membership affords these women free shipping, pricing discounts, and even their own personal shopper. This personal shopper chooses one item each month based on shopping habits and quiz results for the consumer to consider.


The success of Kate Hudson’s Fabletics is in sharp contrast to the way Amazon has been conducting business in the women’s apparel world. At Amazon, women simply impulse buy and hope what they bought fits, returning most of their purchases again and again until they nail the size. At Fabletics, these ladies know which pieces fit and how they look before they buy, reverse-showrooming done to the letter. Kate Hudson’s Fabletics has struck a chord with busy women who want to buy high-quality modern apparel but when they have the time, not based around mall hours.

The Fascinating Correlation between Tech and Fashion Industries

Throughout the years, we have seen massive growth in fashion and technology sectors. Both industries have undergone a series of transformations in the last few decades. What’s more interesting though is the way that these two industries have grown together in the past and the question is what’s next? Where is fashion and technology headed in the near future? From two-deck cassette radios to iPods and from the 1970s Macintosh computer to MacBook Pros, we have all seen changes in these industries that nobody could have predicted.

Tech as a Playground for Fashion Designers

The fact is, technology will continue to grow with fashion. The popularity of tech inventions will depend on what society perceives as fashionable. Currently, the use of technology grants fashion designers immense possibilities. This bolsters creativity and innovation in the fashion industry in a composite intertwining of technology and fashion designs. Technology presents a playground for fashion designers, and the subsequent list of possibilities is endless. The two mechanisms work hand in hand. Technology needs fashion in a big way; some brilliant inventions can’t succeed if they are not seen as fashionable. Interested parties could shy away from the technology due to fear of stigmatization.

So, what’s next?

The industry intermarriage between fashion and technology could become more complex in the future. There are individual projects, currently underway that could change the future of technology as we know it. Designers may find a way to create energy using our typical daily activities, for instance, clothes that could use kinetic energy to charge smart devices. We should also expect the recycling of past fashion trends as we have seen before and also, the use of recycled and waste materials to create great outfits. The future of both industries will depend on how well they can be integrated towards the creation of a beautiful world.

About Christopher Burch
Christopher Burch is the founder and Chief Executive Officer of Burch Creative Capital. His entrepreneurial values can be seen in the company’s investment philosophy and vision of imparting a lasting positive impact on clients’ lives. Burch Creative Capital’s portfolio includes Jawbone, Faena Hotel, and Universe most recently TRADEMARK, Poppin, Nihiwatu, Cocoon9 and ED by Ellen DeGeneres. Chris Burch has built himself a reputation for connecting innovation to impact by combining experience and understanding of human behavior.

More information for Chris Burch: http://christopherburch.com/chris-burch/