Today we dive into the rapid rise of Fabletics, an activewear phenomenon that skyrocketed from zero to a $250 million business in just three years. This video breaks down Fabletics’ innovative strategies and provides actionable insights that any business, big or small, can learn from. Whether you’re an entrepreneur, a marketer, or just a curious mind, there’s something for everyone.
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• Fabletics Expands Product Line with New Scrubs Collection
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What if I told you a startup went from Zero to 250 million dollars in Revenue In just three years well fabletics did Just that transforming a simple idea of Stylish affordable clothes into a global Activewear phenomenon I'm Tori And as Always in this video I'm going to break Down the marketing strategies Brands Used into actionable Universal lessons Your business can learn from no matter The size back in the mid 2000s Adam Goldenberg and Don wrestler spotted a Big problem workout clothes were either Super trendy but way too expensive or Cheap and not very stylish so in 2013 Along with actress Kate Hudson yes that Kate Hudson I love you Penny they launch Fabletics with the aim of providing Affordable yet trendy activewear that Combines style and performance within Three years they turned into a 250 Million dollar business boasting 25 Percent year-over-year Revenue growth They pulled in one 150 million dollars In Revenue in 2015 alone which primarily Came from their e-commerce site one of The biggest reasons they accomplished That is due to our first strategy Strategy one a subscription membership Model fabletics stood out in the Activewear Department with its unique VIP subscription model it's based on a Monthly subscription where members pay a Fee to receive credits for a fresh
Outfit each month the majority of Fabletics customers choose to become VIP Customers rather than making one-off Purchases why is this well with the Flexibility to select their own outfit Or skip a month without charge members Enjoy personalized shopping in addition They gain Early Access to new Collections up to 50 discounts and a Reward system leading to freebies and Everybody love freebies while membership Isn't mandatory non-members miss out on These perks and pay regular retail Prices for example this shirt I have one Right now cost sixty dollars this Innovative pricing model boosts customer Loyalty and retention but fabletics Didn't stop there they then leveraged The passion and loyalty of these Customers to drive even more growth this Brings us to our next strategy strategy Two the ambassador program fabletics Ambassador program invites the Brand's Most passionate customers to become its Promoters creating a powerful Word-of-mouth marketing strategy they Offer ambassadors perks like early Product access exclusive discounts and Event invitations for posting about the Brand they look for three different Types of ambassadors everyday customers These are people who share their love For fabletics on social media and blogs Celebrity ambassadors these are high
Profile personalities like Kate Hudson And Demi Lovato the bigger the better And influencers an influencer is a Person who can sway others purchase Decisions due to their online Authority Or relationship with their audience Fabletics collaborates with a wide range Of influencers regardless of follower Account these Partnerships like the Hashtag kickbutton look cute campaign Allow the brand to tap into Niche Communities and boost sales the perfect Example of this is fashion blogger Tess Christine She creates authentic content around Fabletics sharing her genuine opinions And promoting the brand in a relatable Way for instance during the pandemic she Partnered with fabletics for a 500 gift Card giveaway activating her followers And amplifying the Brand's visibility Now that you know how fabletics gets Their biggest fans to boost their brand Let's move on to another aspect they do Masterfully strategy 3 adjusting Strategies for different social Platforms fabletics has learned to Leverage the unique features of Different social media platforms Particularly Pinterest to boost his Reach and conversions with the company Seeing a 150 percent growth on Pinterest In 2019 alone they found that video Content and user generated content drove
Higher click-through rates on the site So they started investing more in those Areas with visuals and user engagement Being crucial on Pinterest fabletics use Video content like the Kate Hudson Editorials to attract attention alright Let's hit pause for a second we've just Dug into fabletics Playbook now let's Pull out the big learnings from their Wins remember these aren't just tactics For the activewear industry there are Lessons for any business looking to grow Lesson one leverage membership models For customer retention fabletics VIP Subscription model demonstrates the Significant impact of subscription-based Systems on customer loyalty and Retention introducing a similar model in Your business could incentivize regular Purchasing and Foster customer Engagement you can start small by Creating a simple email loyalty program Reward customers for repeat purchases or Referrals with exclusive discounts Early Access to new products or small freebies This encourages regular engagement with Your brand and gives customers a reason To keep coming back lesson two utilize Brand ambassadors to amplify reach Fabletics ambassador program is a Shining exam people of Word of Mouth Marketing look for real friends of your Brand whether they're just customers Influencers or even celebrities an easy
Way to find out who your biggest fans Are is to ask for user generated content You can run a contest or giveaway where Users need to post about your product or Service with a specific hashtag this way You can identify potential brand Ambassadors from those who participate Once you find people who actively engage With your brand on social media invite Them to become brand ambassadors in Exchange for sharing their positive Experiences or products on their Channels offer them exclusive discounts Or early access to new products turning Them into your cheerleaders can really Pump up your Brand's reach and Authenticity lesson three tailor Strategies for different social media Platforms fabletic success with Pinterest underscores the importance of Adapting your strategy for each and Every social media platform Understanding each platform's unique Features and audience can really help You create more effective and engaging Content you can get started here by Taking a good hard look at what you're Currently doing on social media identify Which types of posts perform best on Each platform you use this insight to Tailor your future posts to each Platform's strengths enhancing Engagement and reach along the way this Won't require additional spending just a
Smarter approach to content creation From tapping into the benefits of a Subscription model leveraging the power Of brand ambassadors to tailoring Strategies for each social media Platform fabletics rise to a 250 million Dollar business wasn't accidental it was A testament to the power of innovative And audience focused strategies as Always if you like what you heard be Sure to subscribe and comment down below To let me know which brand you want me To dive into next until next time Bye-bye I can't find this client info have you Heard of HubSpot HubSpot is a CRM Platform so it shares its data across Every application every team can stay Aligned no out of sync spreadsheets or Dueling databases HubSpot grow better [Music]
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