Category: Fashion

How Review-Centric Marketing Strategy Boosted Fabletic’s Growth

Modern businesses have to do with complicated consumers. Buyers who are skeptic of the traditional forms of marketing and advertising. The advent of the internet has made things worse for businesses who are shy of innovations. Fabletics, Kate Hudson’s brain child, has been receptive to the changes emanating from the marketing world. Fabletics has successfully adopted the power of the crowd marketing strategy, and it is looking great for the company.

The power of the crowd involves consumers actively looking for crowd-sourced reviews about a product, and bypassing other forms of promotion about the same product. Buyers are increasingly trusting the reviews they read about a product. According to some buyers, reviews are the equivalent of personal recommendation from someone they trust. Many brands, Fabletics included have embraced review-centric marketing strategies.

Fabletics has a lot to show for shifting its marketing strategies to user reviews. Since its launch four years ago, the company has witnessed a tremendous growth exceeding 200% and over $235 million in income. Fabletics has also increased its number of paying members by over one million. Marketing experts such as Shawn Gold of TechStyle Fashion Group, have attributed the unprecedented growth rightly to user reviews, also known as crowd. Consumer reviews have been associated with increased sales, repeat purchases, and customer retention by brands regardless of the industry.

Technology in the form of the internet is revolutionizing marketing. Many consumers have access to the web where they search for businesses and reviews about products. Fabletics has capitalized on this information, the company has a functioning website,, to increase its online presence. Kate Hudson, on a monthly basis, reviews some of the products sold by the company. Kate Hudson is a public figure and has been helpful in creating honest reviews. Studies have proven that consumers trust online reviews and they research businesses online. In response to customers, 76% of leading consumer companies, according to research firm L2, have embedded reviews from consumers on their websites to increase purchases. Customers tend to value reviews more than price tags on items. If a product is cheaper when compared to other related products but its reviews are negative, customers tend to ignore such products.

The type of reviews that a company receives have consequences on the online presence of that company. Positive reviews improve the ease of finding a company using a search engine. Brands should aim to improve their online presence by appearing in Google’s local 3-Pack among other important Google rankings. The bottom line: reviews drive sales and sales result in profits.

Fabletics was founded in 2013. The founders, Don Ressler, Adam Goldenberg, and Kate Hudson are passionate about offering stylish and high-quality activewear at reasonable costs. The company offers a broad range of products, a consumer wishing to purchase any of their products should take a lifestyle quiz, provided by the company, to find out which Fabletics gear is best for them. Kate Hudson has played an active role in the business to ensure that Fabletics is successful.

Doe Deere: Blazing a New Path Through the Fashion Forest

With every new fashion season comes a list what is acceptable. Never pair this with that, always match these items with those items. Please don’t stray from the mainstream path or the world will explode. Occasionally someone will stray, never to be heard from again, and sometimes, something very special occurs. A personality emerges and makes it a point to not only stray from the path but to exist there always as they proudly proclaim, I create my rules.

In December 2015, Bustle published an article about Doe Deere, the dominant color outside the lines queen and CEO of Lime Crime. Doe Deere is someone that insists on existing outside accepted fashion parameters. She happily ignores the rules and has successfully built a significant following. Doe proposes experimenting with styles that go against the norm. Fashion rebellion is a term that comes to mind. Playful chic is another. Tell the CEO of Lime Crime that particular combinations of makeup or clothing won’t look good, and she will show the fashion police how wrong they are.

Two examples of what not to do mentioned in the Bustle article are, don’t mix too many colors, and you have to dress your age. When it comes to color Doe’s advice is to trust one’s instincts and use any combination they desire and don’t even get her started on the age thing. She tells her followers to go for it. Age shouldn’t enter into the picture at all. So who is Doe Deere and how did she develop such an outside the box way of thinking?

About twenty years ago Xenia Vorotova left her life is a small Russian village and headed to a slightly more happening place, New York City. Her interest in making unique makeup happened because she could not find what she wanted. So she made it. Soon her playful approach to wearing makeup was catching the attention of friends, and she began sharing her ideas with them. Soon she was sharing with social media and reaching a much larger audience. Somewhere in this period, she got the idea for her company. She changed her name to Doe Deere (as unique and fun as her makeup) and launched Lime Crime.

It was also during this period when her fans began calling her the Unicorn Queen. That title provides a clear image of what Doe Deere and Lime Crime are about, fun. The first impression most people have of seeing models wearing Lime Crime creations is one of the children at play. Kids in their mom’s room playing dress up in front of the tall mirror. The colors and creations are definitely outside the accepted guidelines of fashion. They come from within the creative mind of the Unicorn Queen in much the same way as a novel comes from a great writer. Fashion is, after all, a form of art and art should color outside the lines sometimes.