Who They Are and What They Do
Fabletics was founded in 2013 by Kate Hudson, Don Ressler, and Adam Goldenberg. Their mission was to address a problem they saw in the athletic apparel industry: a lack of high quality and affordable athletic apparel. Fabletics quickly grew in popularity as the idea of luxurious athletic wear at an affordable price appealed to consumers. They started out as an athletic apparel line primarily for women, but now have a men’s line as of 2015 (Fabletics). Fabletics provides personalized options for men and women of all sizes based on their lifestyle and activities. They offer a lifestyle quiz that they use to provide personalized outfit options for you. No matter what your lifestyle, or how you like to work out, Fabletics has affordable apparel for everyone.
On the Fabletics website, they feature photos of women wearing their products in their real lives. You can upload your own photo of you wearing Fabletics apparel to their website to be featured as well. I think this is a great way for Fabletics to connect with their customers while showcasing customer satisfaction with their products.
Customers can also upload reviews of their products to the Fabletics website, and these are showcased at the bottom of the home page. I think this is a smart way for Fabletics to show their customers that their feedback matters while showing those visiting the site what consumers think of their products. These positive reviews can encourage others to make a purchase, and make them feel more confident in their decision to do so because others are clearly satisfied with Fabletics apparel.
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On Fabletics social media channels including their Instagram, Twitter, and Facebook they have a large following. They have an Instagram following of 1.1million accounts, a Twitter following of 34.5k, and a Facebook following of 4.6million. Fabletics makes daily posts on their social media channels. They effectively make use of a variety of different multimedia channels on their social media. They share more on their social media that just photos of their products. On all of their social media channels, they share short videos of workouts featuring their products. They also share photos of founder Kate Hudson and their campaign partners, such as dancer Maddie Ziegler. They share updates and photo advertisements to remind their followers that they are having a sale. Founder Kate Hudson even shares videos to celebrate holidays such as Mothers Day. They use their social media to announce Mothers Day deals. They will also feature photos and videos from people who wear their products.
Fabletics use of different multimedia channels such as photo, video, photo collage, and video advertisements effectively work to engage followers with their content by sparking interest. Sharing videos for holidays like Mothers Day, and featuring customers wearing their products helps them to connect with their followers and customers. Fabletics social media strategies have been effective for them in not only increasing awareness but also increasing revenue. According to an article from synthesio.com, by author Abbey Edgeworth, “In addition to working with influencers, Fabletics embraces customer reviews and improves customer loyalty by having testimonials on their website. Their online retail marketing strategies are working! An increase of 35% revenue every year since its launch in 2013 makes them a brand that knows how to adapt to customers’ needs.” (Edgeworth, 2018).
Resources:
Edgeworth, A. (2018, November 19). 4 Online Retail Marketing Strategy Tips to Learn from Fabletics. Retrieved from https://www.synthesio.com/blog/online-retail-marketing-strategy-tips-fabletics/
Fabletics. (n.d.). Our Story. Retrieved from https://www.fabletics.com/about#our-story
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Farrell Fitness 