Historically, it was difficult for a new enterprise to succeed in an already dominated market. Fashion, in particular, is one of the hardest industries to find success in. With that being said, Fabletics not only found success in fashion; it found success in the already dominate activewear market.
Activewear is nothing new, but it is still a growing trend. According to the NDP Group, activewear generated $44 billion last year. Within the next four years, it’s expected to double. That makes activewear a hot-ticket item for any company in the fashion industry. Luckily, consumers have adopted a new behavior that allows newer companies to compete with their already dominant competition.
Over the last five years, people have discovered the power of online reviews. These reviews come from fellow consumers just sharing their honest experience with particular products, services, and companies. Since online shopping is so popular these days, it’s easy for companies to swindle their customers.
Now, consumers crowdsource their final purchase decisions. They research companies before making a decision, using user reviews as a determining factor. That means that people trust online reviews. Several studies have shown that people trust these reviews as much or more than a personal recommendation from a friend.
Because online reviews increasingly grow in popularity, there are new companies catering to this specific trend. Companies like Yelp and Trustpilot offer people a place to share their opinions and feedback. Last year, Yelp’s popular grew 22 percent as more people downloaded their app.
Trustpilot’s experienced similar growth. Trustpilot is the largest review-focused site in the world with more than 30 million reviews about 160,000 businesses. Trustpilot reports that they now get 20,000 new visitors to their site every day. It’s online reviews that now determine what a brand is. This makes savvy brand chose transparency and customer focus over profits and ego.
Fabletics is one the most customer-focused brands in the world. They even use a subscription mechanic to ensure there’s a close relationship with their customers. So far, it’s proving to be a winning exercise for all those involved.
People respond most to Fabletics’ discounted prices. It’s not easy to find on-trend activewear that people can actually afford. Plus-size women really face an uphill battle when it comes to activewear. A pair of on-trend fashion yoga pants can cost upward of $250.