Fabletics Success through Online Customer Reviews

Consumer purchase is determined using the power of the crowd. Many customers look for products that have many reviews in order to settle on their final purchases. They also trust products that have been recommended by people they know and trust. Savvy brands are increasingly capitalizing on the behavior of the customer. They detect this behavior using a strategy know as review centric marketing. Fabletics is the number one brand. It was first launched in 2013. It has grown by more than 200%. More than $235 million goes to revenue while one million dollars goes to paying staff and other miscellaneous.

 

The reviews of clients directly help to increase customer acquisition, customer retention, and the customer loyalty. Many people shop most products online these days. This is the main reason why people trust online reviews. People often read reviews from past customers and customer feedback on websites. The customers effectively make use of crowdsourcing when making decisions.

 

A recent study shows that many people trust online reviews more than a personal recommendation. Many people do not trust traditional advertising and marketing. There is much power in feedback and opinions from a larger crowd today. Fabletics company understands this new behavior in customers and work to leverage it. Many studies show that online enterprises that get positive reviews increase their sales by 51% while those that get negative opinions from customers reduce their sales by 60%. The statistics mean that solid reputation depends on client consideration and opinion.

 

Fabletics is extremely obsessed with customers. They actively manage, collect, and respond to thousands of online customers. They have more than 30,000 reviews on Trustpilot and an average of score of 8.2. More than 85% of sales at Fabletics comes from repeated customers while 15% comes from referrals. Fabletics uses a trick of acknowledging new clients. They use them to refine their products.

 

Don Ressler and Adam Goldenberg are the founders of TechStyle Fashion Group. They had an opinion of starting an athleisure brand in 2013. There was no quality, style, and reasonable price for the athleisure brand during that time. The brands that were on the market were only gray and black. They were also overpriced. They thought of partnering with Kate Hudson because she has an active lifestyle and she is approachable. Kate plays a significant role in the company. She majorly deals with social media strategies and the designing process. She looks and analyzes sales every week in order to determine the ones that sell out fast.

 

Kate Hudson has a passion for developing a good athleisure plan that encourages people to work out. They also look good in the work out clothing. Kate Hudson encourages her customers to take lifestyle quiz for them to be able to choose what suits them. Fabletics has been able to implement an excellent customer service department and working data system through the leadership of Kate Hudson. Fabletics was top rated in Better Business Bureau when it was 18 months old. Fabletics doubled its sales two years ago.

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