Fabletics: Finding Balance

It’s no surprise that social media has a big impact on a company’s success. If a company has the right social media presence, it can easily outperform powerhouses that have dominated the markets for years. That’s exactly one of the strategies used by Fabletics to find success in the activewear market.

When people used to think activewear, they thought of brands like Nike and Under Armour. Now, Fabletics is one of the first names they think about. Over the last four years, Fabletics grew over 200 percent to a $250 million company. It’s one of the most successful brands that’s a part of the TechStyle Fashion Group conglomerate.

Activewear is a growing trend that’s most popular with millennials. Millennials are more health-conscious than their parents and love being able to go from the gym to running errands. Activewear perfectly combines the functionality of fitness wear with the comfort and style of everyday attire.

Fabletics’ use of social media and online awareness attracted millions of millennials. To date, Fabletics has over one million paying members and more than 20 million followers on Twitter. That online success also spurred the company to open 18 retail stores nationwide, and they plan on adding more in the coming years.

To succeed in the future, Fabletics will have to rely on the power of the crowd. The power of the crowd is a relatively new consumer behavior, but Fabletics is capitalizing on it perfectly. Today’s consumers don’t trust traditional advertising and marketing like their parents and grandparents did.

To more digital consumer uses online research to determine final purchases more than often. In fact, most studies show that people rely on online reviews more than anything. They even trust these online reviews as much or more than personal recommendations from people they know.

Fabletics found success by leveraging this new consumer behavior in their favor. When customers feel they can trust the brand in today’s society, the customer loyalty is off the charts. Using a review-centric strategy is the best way to succeed in any industry these days. Companies that don’t embrace the power of the crowd don’t last long.

The trust between companies and customers was broken by greedy companies who cared more about profit than selling quality products. According to most, the power of the crowd is only growing. It’s showing no signs of lessening or going away anytime soon.

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