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The Power of Reviews and how Fabletics Capitalized

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In this digital age of mass consumption, advertising, branding, and marketing are very important tools for a company’s success. Although, today’s consumers are starting a trend that has many brands paying close attention to. This rising element in the digital shopping world is customer reviews. Reviews offer information to consumers in a way that advertising, branding and marketing could never do. Why? Because the reviews are coming directly from consumers that have had prior experiences with that particular company. This rising trend has been studied and monetized by brands such as, Kate Hudson’s active wear startup, Fabletics. Paying attention to how the consumer feels about the experience of online shopping, is very important to say the least, because as it goes to show, people trust these reviews, and often point to new, or returning customers.


Fabletics has been in business since 2013 and has been on a growing trend, increasing by more than 200% to over $235 million in revenue and more than one million paying members. Shawn Gold, the corporate marketing officer of Fabletics parent company, TechStyle Fashion Group, attributes this progression to understanding and capitalization of the customer’s experience online. Customer reviews are similar to the old days of recommendations that came from word of mouth. If a new restaurant just opened in town, there would naturally be some skepticism. If a friend gave positive reviews on the restaurant, it is very likely that restaurant would see an increase in traffic as well as repeating visitors, which brings customer loyalty. Today, the customer review does just that, by creating a platform to which new customers can determine whether or not the brand is for them.


With the power of the internet it is not rare that consumers often, research companies before giving them their business. In a climate that is filled with various security threats and uncertainties, online trust is a key element in the process of conducting online business. Fabletics has noticed certain trends that have helped with the growth of their company. Positive reviews on products helped lead to higher positioning in search engines and was tied in with the fact that these same reviews help to generate, trust, leading to much more revenue and customer retention. Studying these factors was a key element for Fabletics’ success and digital growth in the last few years.



Kate Hudson was the perfect ambassador for the brand, as she was approachable, easy to talk to, and very down to earth. The president of Fabletics Gregg Throgmartin, stated, “Kate truly represented what we wanted Fabletics to be.” She was heavily involved from the beginning, reviewing budgets, following sales trends, to know which products are selling the best and which are not, and even gave her input on social media strategies. As an actor, Kate knows that is where her passion always is, but she is very proud of what she has accomplished in business with Fabeltics.


Don’t forget to take the Lifestyle Quiz for a personalized matched in Fabletics!

Kate Hudson Gets Customers Excited about Fabletics in Marie Claire Interview

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Women are excited about the Fabletics brand. Hundreds of stores are opening, and people are taking the style quiz and signing up for subscriptions on the website. This is certain to make the founders of Fabletics very happy. Many entrepreneurs with this type of success might feel compelled to lay back and relax. They may be ready to just celebrate and lounge. Hudson has proven that she is not about sitting back and celebrating just yet. She still feels that she has more work to do, and she is telling people about Fabletics any time that she gets the chance to.

In a Marie Claire interview she talks about affordability for active wear. She also mentions the Fabletics swimwear line. There is even some talk about how the Fabletics brand has transitioned into an athleisure brand that can be worn outside of the gym. That is ideal for women that may leave the gym and go to grocery stores. Kate is excited about the brand, and that is something that has made other people excited about the brand as well.
Read more on: Kate Hudson Fabletics Interview 2016

When something new like Fabletics is introduced to the world, there has to be a level of excitement from the inside that reaches the consumers. People want to know why they will need to consider Fabletics over the other brands that are out there. Someone has to sway the consumer and focus their attention on the brand. Hudson has certainly become a person that is ready to do that.

Kate Hudson is putting her all into promoting Fabletics. She has appeared in the Fabletics commercials with that same sense of humor that has built her acting career. She has managed to give people a lot to think about when they see her on the website advertising the clothes.

There are a ton of people that are hyped up about the brand. The yoga pants are getting a lot of attention, and some people have even managed to wear these outfits to work. Kate Hudson has emphasized the high level of quality that is available with this brand. She has stated that Fabletics is a standout because the brand has mixed affordability and quality production together. This is a fusion that few organizations are able to reproduce. Hudson has taken the time to learn about clothing though. She has managed to find designers that have been able to pull together a design that focuses on flexible material that can stretch with ripping. The clothing designers at Fabletics have also managed to focus on style. 

Source: http://www.bustle.com/articles/152217-when-do-fabletics-dresses-come-out-shop-these-athleisure-styles-stat-photos