Every company should be customer focused. When customers are happy, it guarantees repeat customers who are more likely to introduce the brand to new customers. The only thing that most companies focus on is customer retention. That’s not enough to succeed in today’s economy and Fabletics knows that.
Fabletics is an activewear brand founded in 2013. Since then, the brand has grown into a multimillion-dollar company, generating more than $250 million in revenue every year. Thanks to customer satisfaction, Fabletics has grown over 200 percent since its launch. As more customers flock to Fabletics, the brand’s been looking to continue its expansion.
Currently, every market is affected by social media and the company’s online presence. Fabletics has more than 20 million social media, who, despite some negativity surrounding the brand’s VIP monthly membership model, are loyal and supportive of the brand. As for the 1.2 million active monthly members, they’re in love with the endless discounts.
Fabletics set itself apart by offering on-trend fashion at affordable prices. Most activewear brands fit into one of two categories: on-trend or affordable. Those that sell on-trend fashion are expensive, and those that sell affordable fashion have boring designs. Fabletics perfectly combined the two categories and added personalized service.
Fabletics is more than on-trend fashion. Thanks to co-founder Kate Hudson, the brand’s fashion is inspirational. Fabletics is Hudson’s way of getting women to embrace healthier life choices. Instead of assuming that the women buying Fabletics are already in good shape, she wants to find a middle ground.
For Hudson, Fabletics passion is more about America’s struggle with health. That’s why the brand produces lines in sizes from XXS to 3X. It takes more work, but it’s worth if every woman gets to look and feel her best. That’s Fabletics’ real goal.
Luckily, goals like that are beloved by the people. These days, the people have all the power to determine a company’s success. Often referred to as the power of the crowd; crowd-sourced reviews have become the go-to determining factor in people’s purchase decision-making process. It’s no wonder that companies became more transparent and customer focused.
Several studies showed that people rely on online reputation more than ever. Traditionally, companies used marketing and advertising to sway customers. Now, customers use reviews to regularly research companies.