It’s strange to think that companies no longer have the power to persuade consumers so easily. As strange as it seems, it’s worked out perfectly for both sides. Sure, some companies haven’t done well since the shift in consumer behavior, but the savvy brands achieved newfound success.
Fabletics is one of those brands. In just four years, has grown into a $250 million business that sells in eight countries. Fabletics sells activewear in a market already dominated by big-name brands, it’s a miracle the company survived at all. Fortunately, social media’s made growing a business a lot easier.
Building an online presence is hard, but having a world-famous celebrity as part of the company certainly puts an added boost in achieving online success. Kate Hudson, co-founder of Fabletics, always wanted to start some kind of activewear brand. For her, it’s not about the fashion itself; it’s about America’s struggle with health and fitness.
Most health-focused companies market to people who are desperate to change their lives for the better or they’re already living healthy and fit lives. Fabletics is about slowly inspiring women to take that first step toward an active, healthy life. That’s why they produce lines for all sizes and ages of women.
That personal commitment to members seems to be a winning exercise. Fabletics has over one million monthly members and 18 successful retail stores. The online success is mostly thanks to their members and more than 21 million online fans sharing their positive opinions of the brand.
The new consumer trend revolves around online reviews. Most people these days, use online reviews as a determining factor in many of their final purchase decisions. Most important, modern consumers trust these reviews, even though they’re written by complete strangers. BrightLocal recently conducted a study that revealed that over 80 percent of people trust these reviews as much as a personal recommendation.
According to Trustpilot, the largest review site in the world, people don’t trust traditional advertising or marketing anymore. People look to online reviews because they’re written by fellow consumers who’ve already had personal experiences dealing with the company.
These online reviews also help companies create better products. It’s why so many companies have feedback and comment sections on their sites. This trend helps keep companies transparent and customer focused.