Fabletics: The Importance of Trust

Any company that isn’t focused on creating the best products for its customers is doomed to fail. That should be the way that every company behaves. Sadly, that’s not how every company looks at success. Most of them measure their success by the amount of money they generate a year.

Fabletics is not one those companies. Fabletics founded its premise on satisfying customers using personalized service. Fabletics wouldn’t be the company it is today without its 1.2 million monthly members or 20 million Twitter followers. It’s because of their loyalty and support that Fabletics is one of the most popular activewear brands with 18 successful retail stores.

In just four years, Fabletics became a $250 million business. How did they do it? First, Fabletics was co-founded by Kate Hudson. Kate Hudson’s prowess as a fashion icon certainly didn’t hurt the company. Also, she brought a personal passion to the project that other activewear brands don’t have.

For Hudson, Fabletics is about inspiring women – regardless of size, age, or ability – to explore their fashion sense and embrace a healthier lifestyle. Hudson never forgets about America’s struggle with health and fitness. She uses fashion to encourage women to come out of their shells and live happy, active lives.

Getting into the ‘activewear’ movement also proved to be a wise choice. NDP Group reported that U.S. consumers spent over $40 billion on activewear last year. Many experts predict that number will double by 2020 in the U.S. alone.

Much of the trend is driven by millennial. Millennial are health conscious and enjoy a relaxed standard when it comes to fashion. They’re not into the uptight standards of older generations, even in the workplace. They’re also the ones driving the new consumer behavior leading many companies to develop review-centric marketing strategies.

As millennials delve deeper into the digital world, companies have to develop new ways to attract new customers. These days, companies no longer have the power to just create some advertisement that will bring millennials through the doors. Millennials rely on online reviews, or user reviews, to determine final purchases.

According to Peter Holten Muhlmann, founder and CEO of Trustpilot, the largest review-focused site in the world, people no longer trust traditional marketing and advertising. Companies are transparent and customer focused so their reputation is attractive.

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