Mondays are for examining companies that are completely killin’ it at how they are marketing their services, or products. This week we are taking a look at Fabletics: the self-proclaimed first e-commerce company to offer stylish and high quality workout clothes at an “accessible price point”.
Let’s be honest, the spokesperson and co-owner of Fabletics, Kate Hudson, is one of America’s sweethearts and perfectly portrays the organization’s fashionable side with a twist of fun-loving, free spiritedness that most people are eager to experience.
The bit of the company’s marketing that is really blowing me away, however, is not the fact that one of my favorite actresses is rocking their colorful clothing, it’s the inclusiveness of varying body types that the website/advertising seems to really “get”.
On the site you will find women with a spectrum of shapes and sizes modeling the outfits that are bestsellers. This so drastically contrasts the types of workout-realm marketing/branding that we’ve all grown accustomed to.
They are doing a great thing here, because not only is it awesome to see healthy and fit models (as opposed to exclusively the tiniest/skinniest models), but it’s a better experience for the consumers’ buying journeys as well.
The more people who can relate to the models visually (or body image-y), the more likely the site is to have a wider net for captive audience members – who are feeling more comfortable with purchasing. Don’t you think?
To really illustrate what I’m talking about, below is an example of a Facebook ad that Fabletics ran:
In the image there are models of varying body shapes, with the tagline referencing “ALL body types.”
Now, to make it even better, when I took a screenshot of the ad I just so happened to capture it at a moment where two women in my network “liked” the page. They are both positive body image evangelists. The messaging is so strong, that the company is able to evoke action from the precise audience that they are going after.
Krystle J Bailey of Skinny Jeans Dreams is a Beachbody/lifestyle coach who fights hard for her clients to love who they are inside and out, while offering them the tools and support they need to achieve this through her writing and public speaking. (Update: Krystle recently finished her first book Nourish that is available for order now!! Congrats, girlfriend!)
Tamara Turner is an instructor of PiYO, Turbo Kick, and Insanity at a south Jersey Gym, and is also posting daily about offering classes and inspiration to get people moving toward a healthier lifestyle.
To take it a step further, as a potential consumer seeing that people I respect and trust, like Krystle and Tamara, support the products and messaging of a company like Fabletics takes me one step closer to becoming a customer.
Fabletics is successfully pulling together inbound marketing and paid advertising to make a bigger connection with their targeted audience, and it’s working!
What are some of the companies that are grabbing your attention with branding/advertising? Tell me in the form below:
nichelle brooke 