In our modern society, living a healthy and active lifestyle is prevalent. With the sustained popularity of social media and other Internet platforms to broadcast everything we do or think, it is impossible to scroll down your Facebook or Instagram timeline without seeing at least one person post about the healthy activity or meal they indulged in for the day. With the influence that social media has on our current society, it is a quick and effective medium to communicate, entertain, and get results. It is also the innovative way of conducting business and being able to generate revenue by gathering people’s thoughts and opinions with a click of their fingertips.
Taking the fitness world by storm is one retailer whose main priority is in offering quality active wear to all women regardless of their shape, size, or age for prices that do not cost an arm and a leg. Founded in 2013, Fabletics is the activewear “athleisure” brand that found their niche in learning what their consumers want and how to provide it to them. Their technique has helped grow their company tremendously over the span of three years. Founders Don Ressler and Adam Goldenberg formed the brand due to the lack of stylish, reasonably-priced, and quality active wear at the time. The two partnered with actor Kate Hudson who is vigorously involved in all the decision-making details. The company has also gained traction amongst celebrities, like Demi Lovato, who did a collaboration with the company.
Initially, things did not start off on the best foot for the company. Through revamping their customer service department and data system, they achieved a top rating from the Better Business Bureau and an improved customer satisfaction score. The secret to their success is their incorporation of data into all aspects of their business. With the use of data, the company determines what customers are responding to, the quantity of product that is needed to be made, and what type of design the company should be creating.
In addition, Fabletics understands that there is a direct correlation between consumer purchases and the power of the crowd. In today’s world, consumers make their final purchase based off of the reviews of other people. People trust the reviews they read as much as a personal recommendation from someone they know. Due to this shift in consumer behavior, brands such as Fabletics are capitalizing on this by utilizing user reviews to provide consumers with what they want. With the power of living in a digital world, people tend to research a business and their products based off online reviews. Genuine reviews have the capability to improve a company’s reputation, engage more customers, and yield more profit. In turn, this results in a repeat of loyal customers. Today, the company has surpassed $235 million in revenue by listening to what their customers wants and needs and implementing those desires. To find out which Fabletics gear is best to keep you active, head over to the Lifestlye Quiz.