It’s easy to forget what shopping was like just a few years ago. Back in those days, customers based their purchase decisions on the best advertising. These days, consumers have more power to impact a company’s marketing success. The power of the crowd refers to online reviews, which modern consumers rely heavily on when determining final purchases.
This change in consumer behavior came after too many companies began selling over-priced products that weren’t worth the money. As people further integrated technology into their daily lives, they began researching companies and products before making any decisions. Part of their decision-making process includes reading online reviews from other people who’ve already tried the products or services being researched.
With customers have more power, some companies failed to adapt to the new marketing craze and went out of businesses. Savvy brands like Fabletics found success in markets previously dominated by numerous powerhouses. In fact, Fabletics grew more than 200 percent in less than five years because of crowd-sourced reviews.
The executives at Fabletics learned early on that the more attention they paid to their customers, the greater success they’d experience. Despite numerous sources trying to degrade the brand’s reputation and integrity, Fabletics is one of the most popular activewear brands in the world.
Part of that popularity is also thanks to the company’s celebrity co-founder, Kate Hudson. Kate Hudson’s a renowned fashion icon and award-winning actress. These days, she’s known as an advocate for health and fitness. Co-founding an activewear brand just seemed like the perfect move for her at this point in her life.
Her decision to co-found Fabletics has paid off in more ways than just money. Fabletics is starting a movement to get all women to a better, healthier place in life. Unlike other brands and movements, Fabletic’s movement isn’t trying to force people to change their habits overnight.
This movement is really Hudson’s child. She wanted to start a company like Fabletics to inspire women of all sizes, ages, and abilities to embrace healthier choices. Since the first day, she’s wanted Fabletics to produce lines for all sizes, which the company now does.
Fabletics may be a high fashion brand, but the real story is America’s struggle with health. She wants her brand to be that first step that women take toward embrace health and fitness. Making them feel comfortable enough to move at their own pace is the key to success.