Competition among consumer brands is not a new thing; businesses have been known to institute strategies meant to outdo their competitors and win over consumers. However, the way companies competed some few years ago is markedly different from how they are competing presently partly because the modern consumer is not the same buyer who existed some few decades ago. Also, the internet presented a new front and new methods for enterprises to win over consumers who are increasingly tech-savvy.
Fabletics is emblematic of modern companies that have understood the Digital Age consumer, or at least is working towards comprehending their spending habits. The American activewear brand was created close to four years ago. Although many can argue that Don Ressler and Adam Goldenberg’s prior experience in the fashion industry is responsible for the brand’s resounding success, Fabletics largely credits its marketing strategies that are tailored to appeal to buyers. One such marketing strategy is review-centric. Goldenberg and Ressler are the entrepreneurs behind TechStyle Fashion Group, the parent company of Fabletics. While creating Fabletics in 2013, they requested Kate Hudson to partner with them
The review-centric marketing strategy adopted by Fabletics is in response to modern consumers who have shown that they depend on user reviews to make purchase decisions. While reviews were hard to come by before the advent of the internet, they are now available all over the web. It is common for consumers to test products or evaluate services and post their opinions on social media networks or other online forums. Other buyers who want to acquire products or services actively search for reviews that correspond to what they want to purchase. Companies including Fabletics that deal in products or services that attract positive reviews have witnessed exponential sales over the last few years.
Partly because of the review-centric marketing strategies, Fabletics has grown year over year, and experts estimate that the growth over the last three years could be over 200%. And Fabletics growth has been visible. The company started operations in the U.S, but it has since expanded its operations to over six countries including Germany, Australia, France, etc. Also, the company started out by producing activewear clothing for women, but in mid-2015, Fabletics announced that its men’s line of athleisure products was up and running. While starting operations in 2013, Fabletics took a bold step of using a subscription mechanic. Although it was a relatively new concept in the fashion industry at the time, the company publicized the idea, and in an article published by Huff Post in August, the company had over one million paying members.
But the contribution of the founding partners, Kate, Ressler, and Goldenberg to the success of Fabletics cannot be ignored. While Ressler and Goldenberg were familiar with the fashion industry, Kate was a newbie, but her performance has impressed her fellow partners. According to Goldenberg and Ressler, she has been an active partner playing a role in the daily running of the company, designing of activewear clothing, and formulating social media strategies.