Creating A Brand Of The People – Fabletics

As the clothing industry continues to grow, it is almost impossible to imagine that there used to be times when people could not just buy whatever they needed. An example is comfortable women’s sportswear for everyday activities. Up until 2013, one would not be able to find any seller in the market who would help them buy something to satisfy these needs.

Nevertheless, Don Ressler and Adam Goldenberg realized the lack of supply for these specific demands and created their own. Their company Fabletics was formed to provide women with a “fashion-forward athleisure brand”. A decision almost as prominent as the creation of the start-up is their selection for the brand leader, Kate Hudson.


The Brand Leader


With a successful acting career, Hudson has quite a fan base that she was able to bring to the brand and initiate the movement. Her active lifestyle also made her a perfect fit for the position. Although she does not have an exclusive business technical knowledge, Hudson was able to grow the brand to over a million active members as well as hundreds of millions in revenue.


Paying Attention to Customer’s Reviews


As Fabletics gained momentum that helped them reach profitability, a lot more than simple marketing was implemented. What differentiates them from their competitors is a business model that closely analyzes customer reviews. Crowd power leveraging has been the main reason for company’s rapid growth. This involves utilizing all the reviews that the business gets in order to improve the quality of their service. According to some research, as much as 84% of the market treats buyer’s reviews just as a referral from a close friend. There are dozens of other statics similar to that one, and they have been increased over the last couple of years significantly.


People are frequently reading the reviews of all the companies they might buy something from. This means that a positive trend can increase one’s sales significantly, while a negative one can be detrimental to the overall business. In regards to returning customers, the loyalty will highly depend on the current reviews. It has been proven that companies with good reviews enjoy high customer retention rates.


Hudson’s Involvement


Despite her short business portfolio, it is undeniable that Kate Hudson’s involvement is what helped the brand grow the way it did. She has several roles including some budgeting and planning, but her most relevant duty is the social media upkeep. As a part of the brand’s customer review tracking effort, the website and profiles on various social media platforms have to be examined daily. Hudson makes sure that the internet presence of the company is up to par.


Far-reaching dedication of the workers facilitated the creation of the “Lifestyle Quiz”. This evaluation is used by customers who are interested in purchasing clothes, and it helps the brand give them customized options that match their style. The test is free and can found on the company’s website, thus everyone should give it a try!