Crowd Feedback And Reverse showroom Focus Propels Fabletics to Success

Fabletics was launched in 2013 and has since grown by more than 200 percent, with over $235 million in revenue and 1.2 million paying members. The corporate marketing officer of Fabletics’ parent company, TechStyle Fashion Group, attributes the growth in embracing user reviews.

 

 

On the onset, the founders knew the market would be brutal. They devised a rare reverse showrooming to get into the market. Once in the market, they have incorporated feedback as the backbone of their marketing decisions.

 

 

The power of the crowd is increasingly dictating consumer purchases with crowd-sourced reviews determining their final purchasing decision. Buyers trust reviews they read online in the same way they trust recommendations from someone familiar. Consumers no longer trust traditional marketing and advertising endeavors as they used to. Instead, trust, safety, and power have been bestowed in the opinions of the crowd.

 

 

This shift in the behavior of consumers has seen review-centric marketing strategies developed by perceptive brand to capitalize on the change, something that Fabletics is doing. The company’s rapid growth has been powered by maximizing on the prominence of customer reviews as these have a direct impact on customer acquisition and retention as well as improvement of brand loyalty.

 

 

Consumers read reviews regularly, and negative reviews deter them from using a business. On the other hand, impressive reviews drive an increase in revenue, improved search ranking, and valuable repeat customers. With the internet offering more review options than before, brands can only tap into the economic benefits that the crowd provides.

 

 

Crowdsourcing has benefited Techstyle Fashion Group and Fabletics in a significant way as it has forced them to be transparent and consumer-focused. Corporate Marketing Officer Shawn Gold affirms that the business is run on empathy and data.

 

 

He notes that what sets them apart from their competitors is that they not only acknowledge consumers but also put themselves in their shoes. Shawn warns that without listening to their tastes and circumstances, it is impossible to improve the lives of the consumers.

 

 

Their data-driven approach to running their business also helps them know what their clients are responding to. With technology allowing Fabletics to collect data at multiple points, you can be matched with the perfect outfit that is personalized to your needs. If you want to get something from Fabletics, take the Lifestyle Quiz and see what gear is suits you best.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

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