Fashion companies have to use special marketing strategies to attract new customers. Fashion is something that’s increasingly important to people’s emotional confidence. Launching a fashion in today’s e-commerce market isn’t easy. Amazon controls 20 percent of the market, regardless of the type of fashion. When it comes to activewear, that market is also dominated by brands like Under Armour and Lululemon.
As hard as it is to launch a successful activewear brand, that’s exactly what Fabletics did. Launched four years ago, Fabletics is now generating over $250 million revenue a year. Last year, Fabletics sales increased 43 percent.
A lot argue that Fabletics won’t be as successful if Kate Hudson wasn’t a co-founder. While having an award-winning actress as a partner certainly helps, Kate Hudson contributes more than her fame. She’s the heart and soul of Fabletics. It was her dream of creating activewear lines for all women that made the brand internationally famous.
When Fabletics was still just a dream, she mentioned making lines for all sizes of women. Most activewear brands don’t think about extreme petite or plus-size women. Fabletics creates lines in sizes XXS to 3X. So far, the more than 1.2 million monthly members love the brand’s attention to detail.
It was smart for Fabletics to get in on the activewear movement before too many brands joined. The current activewear market is generating $44 billion a year. Experts say that by 2020, the market will be generating over $80 billion in U.S. sales alone.
Not only is the fashion industry quickly shifting to a new trend, companies’ marketing strategies have to shift with it. It’s not easy for a company to persuade customers to buy their products just using advertising. Consumers no longer trust traditional advertising and marketing. That’s why smarter brands, like Fabletics, started relying on review-centric marketing strategies.
There’s a new form of word-of-mouth advertising called crowd-sourced reviews. These days, with people living such digital lives, customers post their opinions of products and services online. As online shopping grows in popularity, more and more people use these reviews to determine final purchases.
The benefit of these reviews is that online reviews come from genuine people leaving their personal opinion. Very rarely are these people sponsored by companies, so customers trust these reviews as much as a personal recommendation.