Fabletics Success Strategy: Data-driven Consumer Engagement

Word of mouth is an authoritative source of marketing and advertising. However, as the digital arena grows, more and more people depend on user reviews to validate purchases. Witty brands such as Fabletics saw this shift and used it to their advantage. Fabletics uses much of its resources reading, analyzing, and responding to reviews. Going through reviews helped the company connect with customers and better their brand.

 

Most people research and compare businesses before confirming a purchase. Checking user reviews is a large part of that research process. According to a study by BrightLocal, 84% of people trust reviews as much as they would trust a recommendation from someone close. The study also reveals that 60% of people steer clear of companies with negative reviews proving that reviews have become a substantial part of buying decisions.

 

Great reviews boost sales, repeat customers, and a company’s rank in a search. In fact, 74% of customers move on to the checkout phase after reading and assessing reviews. Additionally, user reviews force companies to be forthcoming, stand by their product, and focus on consumer needs. Fabletics is the perfect example of this.

 

In 2013, Don Ressler and Adam Goldenberg, founders of TechStyle Fashion Group, ventured to start an athleisure brand. They wanted to create quality, stylish, and affordable athletic wear. Ressler and Goldenberg needed a partner and could not settle for just anyone. For their blossoming brand, they wanted someone genuine that would stand by the Fabletics line. They immediately thought of Kate Hudson and needless to say she did not disappoint. Hudson was onboard and involved from the getgo, reviewing budgets, selecting social media strategies, helping with designs, and keeping a close eye on weekly sales to determine what was selling.

 

Within eighteen months, Fabletics earned a top rating with the Better Business Bureau. To date, the company has 1.2 million members, $235 million in revenue, and 22 retail chains with more opening. Hudson and her team at Fabletics used consumer feedback to help the company grow and maintain a following. The Corporate Marketing Officer of TechStyle Fashion Group, Shawn Gold, stated that the key performance indicator is that 85% of sales are repeat customers.

 

One other important factor that helps Fabletics stand out among its competitors is that it is a data-driven company. With hardcore data, the company can analyze what customers are saying, what they like, what they’re buying, and what designs are most popular. The data then creates an algorithm that matches customers with their perfect outfit. Fabletics is a subscription-based company however it is not required to complete a purchase. There is an option to check-out without subscribing. If anything, it is fun (and maybe a little creepy) to take the quiz to see just how much Fabletics gets you.

 

Traditional marketing and advertising have lost some of its potency. While word of mouth still has power, user reviews are just as powerful these days. Companies that want to survive in this new world of advertising should pay attention to user reviews and use them to engage with customers and improve their products.

Kate Hudson’s Fabletics is the New Fashion E-Commerce Market Leaders

Kate Hudson’s Fabletics has in the recent past taken the fashion e-commerce industry by storm, staging a spirited competition against veteran companies such as Amazon. The activewear firm grew exponentially into a $250 million valued enterprise within a record time of three years. This was not an easy achievement as it sounds – the company had to apply innovation at its best. To get hold of clients, the firm introduced a membership model, which once a customer subscribes; it simplifies the entire process of shopping for clothing. This was a brilliant idea in the sense that clients place aspiration and convenience ahead of all the other things. Unlike in the past when price and quality were the only parameters for the value of a commodity, these days value has more to do with design, customer loyalty, after sale services, and brand recognition. Most importantly, gamification is a fundamental business technique that an enterprise must employ to win the loyalty of a modern consumer.

 

Physical Stores

 

Fabletics is increasingly outshining its competitors due to its understanding of the modern market. As a strategy for taking services to the people, the company has been opening physical stores across the U.S. As of now; the already running offices are almost twenty, distributed in states, such as Hawaii, Florida, California, and Illinois. According to Fabletics’ M.D., Mr. Gregg Throgmartin, the company will be opening more offices in other states in the near future. In his assessment, its subscription technique is the one that has unlocked the company’s business puzzle by enabling it to offer customized services to each client. Gregg further added that the subscription method has not just brought convenience to the customers’ side, but it has also enabled Fabletics to reduce its clothing prices relative to its competitors significantly.

 

Reverse Showrooming

 

Online showrooming has been used for some time now. It involves clients browsing over commodities online and researching on them, and then stepping into a physical store to finalize their purchases. Most times, companies are disadvantaged by this approach since some clients may decide just to compare prices online and then buy cheaper commodities from competitor companies. Unlike other businesses, Fabletics managed to overturn the negatives of showrooming into positives by launching a more advantageous technique of reverse showrooming. In this technique, when clients purchase commodities in a physical store, the purchase reflects in their online carts. In this technique, the company is engaging its customers in relationship building activities where it creates a rapport with them. The immediate consequence of this is that the customers provide reliable information that the company can utilize to understand the local market. The long-term impact, on the other hand, is that most of these clients become members even before stepping their feet in a physical store.

 

 

A Customer Review

 

Teri Hutcheon is a blogger for A Foodie Stays Fit and a body fitness enthusiast. She has been a client at Kate Hudson’s Fabletics, and therefore she can be relied upon to give an honest review of services at the company. In one of her reviews, she described Fabletic’s products as of high quality and relatively cheaper than other businesses. Her honest submission was that Fabletics is a company worth trying.

Lime Crime Diamond Crushers Add More Metallic Elements to the Makeup Company

Lime Crime makeup company is the colorful makeup company of the day. The Lime Crime makeup company sells high quality pigmented lip colors, eye liners, and eye shadows. The colorful Lime Crime makeup products are completely vegan and cruelty free.

 

What are the Lime Crime Diamond Crushers?

The Lime Crime Diamond Crushers are metallic lip makeup products. The Diamond Crushers are water based. This allows the Diamond Crushes to be worn over a lip color or to be worn on the lip alone. Any of the Diamond Crushers may additionally be used as a shimmery highlighter for the face.

 

Colors Available for Lime Crime Diamond Crushers

The Diamond Crushers top coat comes in a variety of metallic hues. The metallics have hues of mainly pinks, golds, and blues.

 

The Diamond Crushers available are under the names:

The Three New Diamond Crushers Colors Available

  • Cheap Thrill
  • Trip
  • Choke
  • Lit
  • Dope
  • Fluke
  • Strip

 

 

  • Black Unicorn
  • Cleopatra
  • Acid Fairy

 

 

The three new Diamond Crushers colors amp up the metallic element of any makeup game. The Black Unicorn shade has a funky oil slick appearance. The Cleopatra Diamond Crushers has a beautiful royal rose gold appearance. Acid Fairy has an acidic and Tinker Bell glimmery appearance.

 

Where to Find the New Diamond Crushers

You can find Diamond Crushers at the Lime Crime makeup company’s web store. The webs store is located at: www.limecrime.com. The Diamond Crushers are sold for about $18 a piece and are easy to purchase from the quick online store checkout.