Kate Hudson and Fabletics: Be Fearless

These days, reviews about a brand matter as much as hearing a person talk about the brand. There is such thing as a review oriented marketing approach. Kate Hudson launched Fabletics in 2013, which owns over $235 million in revenue as well as growing 200%. TechStyle Fashion Group is Fabletics’ parent company. Online reviews are a part of managing an online business. People use the Internet to research their options well before they buy. Traditional marketing and advertising is on it’s way out because of low trust that consumers have in these older practices. 50% of customers say they read reviews regularly.


60% say that negative reviews will cause them not to use a particular business. L2 is a research firm that states 76% of consumer brands surveyed revealed that user reviews on their website increased by over 70% since 2014. Website features have other uses besides reviews but reviews have increased dramatically. 33% of in-store mobile searches were used in price comparison while 65% were searches for reviews or more information about the product. This only happens because users want to feel confident about their purchases. Good reviews help build revenue, as well as customer loyalty. Positive reviews improve the outlook on the company and the ranking in general.


BrightLocal did research which indicated to them that 74% of people said they would purchase a product after seeing user reviews included on the project page. Fabletics gathers, manages, and replies to customer reviews in the thousands. They have 30,000 reviews on Trustpilot with an average score of 8.2. Their key performance indicator (KPI), refers to 85% of sales coming from repeat customers, and 17% of new customers are referrals. TechStyle Fashion Group doesn’t just look at the numbers to run their business. They listen to customer taste with empathy.


Kate Hudson has 5 secrets to running her business. Fabletics was started in 2013. Fabletics has a $250 million dollar revenue in 2016 as well as sales increasing to 43% in 2016. Fabletics has 21 million followers on Twitter, and has opened 18 retail stores in the four years it has been in business. Athleisure is the apparel company that sells casual clothing to wear at the gym. Hudson’s success comes from marketing opportunities, taking a hand’s on approach, relying on the information present to make good decisions, getting inspired by her mother, Goldie Hawn’s lead, and believing in yourself. Her motto is quoted as being “Live your passion. Life on earth is very short, so focus on what matters most.” Be fearless.

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