The internet has created a new world for online businesses. A shopper can find anything imaginable with the click of a mouse. Along with the new availability comes a new set of rules. Companies today must recognize the importance of leveraging the crowd if they hope to be successful. Gone are the days when certain branding or marketing ensured revenue. Shoppers today are interested in one thing and that is reviews. Customers are becoming more and more savvy about researching products and making decisions based on information from fellow shoppers.
One company that has capitalized on this trend from the beginning is Fabletics. Three people, Adam Goldberg, Don Ressler and Kate Hudson had a vision about revamping the activewear industry. The choices for work out gear used to be limited to gray or black structured, functional wear. Also, if a customer wanted a quality product, it was very expensive. Fabletics is seeking to change all of that. Their goal is to produce quality, fashionable activewear at an affordable price. One way they have met this goal is by being in constant communication with their customers and using feedback to tweak certain products.
The premise of Fabletics is that of a customer-centered business. They have monthly memberships available for a fee that gives the member definite perks. Members receive customized fashion choices based on a questionnaire they complete. This business model is working for Fabletics because they have grown 200% since they started in 2013. Hudson, who is an actress and active mom, encouraged open communication with customers from the start. Fabletics also carefully monitors reviews from customers and responds. They understand that the new business world is driven by leveraging the crowd.
Shoppers today say that they check reviews before purchase and 84% state that they trust feedback from real customers more than a personal recommendation from someone they know. Essentially, the power has shifted from the brand to the buyer. Smart customers use crowdsourcing to make purchasing decisions. Gone are the days when businesses told customers who they are because now, actual purchasers are telling everyone who the business really is.
As customers become more and more vocal, companies like Fabletics are sure to continue to thrive. Hudson says that being so customer focused keeps the business accountable and even transparent as they respond to criticisms or positives. She is astounded that she came from starring in movies like, “Almost Famous, “ to owning and operating a business. Hudson’s fans know that she will not support or promote something that she doesn’t believe in. She is the ideal spokesperson for Fabletics because her style is so open and genuine. She herself works out and lives a very active lifestyle.
As the internet becomes more and more prevalent in the world of business, companies will have to adjust their marketing strategies to include the reality of real-time reviews from real people. There is a spotlight now on the power of the crowd and its opinions that companies must embrace and respect.
Anybody who has any interest in the fashion world is aware that Fashion Week is the biggest event for them every year. It is a platform that launches many companies into the world of fashion and helps them achieve the success that they do. Not only is it a good launching place for up and coming fashion designers but it is also a melting pot of designers from very diverse backgrounds. This means the ideas and fashions that come from each of these people are just as diverse as the people themselves.
Fashion is ever changing and both the Academy of Art University and Fashion Week showcase this every year. With every year we see new talent and new styles ranging from simple to the very futuristic. The fabrics used can range from tweed to PVC, showcasting many tastes and talents.
The Academy of Art University is located in the heart of San Fransisco which some would say is the capital of the arts and fashion world. Fashion isn’t the only thing that students can study while enrolled. They can also elect to study architecture, industrial design, interior architecture and design and landscape architecture. As well as many others. Because of the location of the campus, city life is filled to the brim with good entertainment good food and just a general good attitude towards life.
With more than 25,000 alumni all over the world with a lot of them working for companies like LucasFilm, Pixar, Disney and similar companies. It makes sense that a degree from Academy of Art University could catapult you into a career in the movies, animation or music. The alumni association does its best to make keep all past alumni engaged in what is going on at the school, and it really makes the community both past and present feel like a family.
Details Academy of Art University : Twitter.com/academy_of_art
Fabletics is a company that people are going to be talking about for a long time. It has become the type of company that has managed to grow and it continues to grow even more now that more stores are coming into place. Kate Hudson knows exactly what she is doing when it comes to growing this company. She started out with a lot of fanfare from the website, and this started to grow over time. People became much more impressed with the way that they could take a life style quiz and get acquainted with the type of clothes that they wanted to see. They did not have to browse the site for hours looking for a particular style of clothes.
What has managed to work even better for the crowd of Fabletics consumers is the amount of variety that is available through the Fabletics website. There are people that are in search of yoga pants that are going to gravitate towards the Fabletics site. There are also customers that may be interested in activewear or halter tops that are going to make Fabletics their homebase when it comes to shopping for athletic clothes. There are so many variations on the website, and new garments are being added every day. That is something that Kate Hudson knew would be a competitive advantage when she looked at what other clothing companies were doing. She came to the realization that it would be easier to attract customers if there was something for them to come back for.
Many people that buy clothes online may make a random purchase and never go back to the side again. Kate Hudson knew that if the word got out about how Fabletics had new garments to offer every week that there would be something for customers to come back to.
So far Kate has been able to prove herself correct when it comes to these type of shopping arrangements. People are thrilled about the possibility of being able to come back to the Fabletics site and check out something that was not there at the week before. The reason that Kate Hudson is able to do this with such clarity has much to do with her ability to connect with consumers in this way. She knows that consumers have needs for variety because they may work out several times a week.
Women that may be working out in a gym are not necessarily going to be interested in wearing the same garments everyday. They do not want to go through the process of washing a pair of tights or activewear garments every evening that they come from the gym. Most of them would much rather take the time to buy new clothes for working out. This gives them the opportunity to have an assortment of different garments for the times that they are spending at the gym. This is definitely one of the reasons that Fabletics has become so popular so quickly with many customers.