In Week 2 of the MOOC course on Digital and Social Media Marketing, we were lead through video lectures on Understanding the different nature of digital channels based on geographic, demographic and digital fit for a campaign.
Traditional methods of advertising are – TV, Print, Radio and Direct mail. With the internet coming into our lives marketeers turned their attetion to capturing a consumers attention online. The various digital channels used to market are – E-mail, Mobile Marketing, Social Media, Websites, Search Engine Marketing and Affiliate Marketing.
For my case study, i have picked the online retailer company – Fablethics. The reason i picked this active wear company to study is simply beacuse of their aggressive meathod of online marketing. Through my research for this assignment, i was able to also find out that the company has received some terrible reviews for scamming the customers and also unfriendly customer service. Which also goes to prove the power of internet and how customer reviews can bring a brand down.
ABOUT THE BRAND – Fablethics
Fablethics is an online subscription retailer that sells active wear and yoga clothing, the brand ambassador is none other than Hollywood movie star, Kate Hudson. She is not only the face of the brand but also the co-founder of the brand.
A subsidary company of JustFab, Fablethics was founded in 2013 by Adam Goldenberg, Don Ressler along with Kate Hudson. For a montly membership of 49.95$, the brand offers personalised activewear clothing based on the prefrence of the user.
Buyer persona – It is clearly obvious here the buyer persona of this brand is a woman who is fitness and internet savy.
A few points to note on the brand’s marketing strategy.
- Most new users are offered the choice of buying one complete outfit for 25$ or 50% as the website claims.
- New users before registering on the site are asked for preference of work out, place of choice and their best body feature. And based on this information, the users are presented with a range of activewear.
Being an online retailer, the brand exclusively uses only Digital channels to market and does not use traditional meathods.
SEO – Website
When you google Fablethics, you get a vavriety of results – Fablethics.com, Fablethics.de and Fablethics.co.uk, the brand has a presence in different geographic and demographics.
On the first page of search available are the links of the social media channels they are present in – FB, twitter, instagram etc.
On the other hand when you google – ‘activewear’ or ‘yoga apparel’ the brand is not listed in the first three pages of search.
It is also evident that this brand employs using the second option of SEO, which is the off page optimisation. This means that 60% of the traffic to the website is from social media channels or through affiliates.
SOCIAL MEDIA – Facebook, Instagram, Twitter and Google+
The brand is actively present on all social forums – Facebook, Twitter, Instagram and also Google+
What i found most interesting is the presence of the brand on Pinterest and also YouTube.
Being an activewear brand, Fablethics has a YouTube presence where videos of Kate Hudson are uploaded and shared on other channels of Social Media, also helpful and useful fitness tutorials are also uploaded on the channel for fitness enthusiasts.
With this brand particularily, i must admit that the offer of half price for one outfit was irresistable. I signed up and my e-mail details therefore is in the customer database. Fablethics employs e-mail marketing as another digital channel for their marketing. Every monday faithfully, i would receive an E-mail about more offers and more beautiful active wear outfits.
AGRESSIVE DIGITAL MARKETING
Enrique Iglesias once crooned ‘You can run, You can hide, but you can’t Escape my love.’ I’d say this is the underlying marketing strategy of Fablethics – there is no escape from this brand.
I’m someone who fits Fablethics buyer persona – urband woman who is both fitness obsesses and consumes copiuous amounts of the internet. I’d be on Facebook and could not escape Fablethics banner ad’s tempting me into buying those sleek black leggings to wear to Yoga. I was sent e-mailers and notifications by the dozen about signing up, buying an outfit and so many other pretty deals. And i was this close to buying, what changed my mind? An overload of seeing their brand everywhere.
Just like the proverb from the Bible says – “When you find honey, eat only as much as you need. Otherwise, you will have too much and vomit.”