Fabletics Reaps Abundantly from using Review-Centric Marketing Strategy

Sales are always affected by the power of the crowd. Customers check the crowd-sourced reviews before purchasing anything. The clients trust the reviews, especially if it is from someone they know. Great brands like Fabletics have noted this shift in consumer behavior and are capitalizing on the review-centric marketing strategies. Though it was launched in 2013, Fabletics has 1.2 million paying members and has grown by more than 200%. The company attributes this success to the use of consumer reviews.


Fabletics leveraged the prominence of reviews in the current customer journey and consequently powered a rapid growth. Client’s reviews can increase consumer acquisition and retention, as well as improve consumer loyalty. Today, most things are digitized, including shopping. People scrutinize businesses and their reviews before purchasing from them. Recent studies show that 84% of people trust and depend on online reviews.


In a study conducted by BrighLocal, 50 percent of customers in the survey said they research a business or read reviews at least once a month. 60 percent admitted that negative reviews would make them shun from buying a product, indicating that reputation is an impactful consumer consideration. Most prominent brands have a user review link on their websites. Most businesses with reviews on their websites have grown dramatically. A survey conducted by Vibes showed that 65 percent of in store-mobile searches were for more information about the product and reviews while 33 percent were to compare the prices of the item. This shows that consumers consider reviews more than pricing.


Genuine and authentic reviews improve the search ranking of a firm and boost its ranking, thus resulting in more revenue. Studies conducted by The Local SEO Guide and Moz showed that positive online reviews impact the brand’s search ranking. Brands with more reviews rank high in searches. Companies like Fabletics understand that the brand is not what the producer say it is, but what the users say.


When Adam Goldenberg and Don Ressler were searching for a partner to start the athleisure brand, Kate Hudson was the first person they thought of. She was a perfect representation of what they wanted the company to be. Kate is devoted to the company and follows up every close detail of the athleisure. Unlike many celebrities, Kate loves the brands she endorses. It’s common to spot her in Fabletics gear going to the gym or jogging with her family. New Fabletics consumers should take the Fabletics Lifestyle Quiz to get personalised services from the company.

Fabletics; The Rise Of A Leader In The Fashion Sector

For one to make real money in the fashion industry, they have to create a business that can attract a good number of clients. Amazon, the e-commerce giant, has been able to record a lot of success in the fashion world mainly because it boasts of a large customer base. Amazon controls 20 percent of the total sales in the fashion world and has been able to sustain this numbers year in year out.


Away from the success of her career, Kate Hudson saw an opportunity in the fashion world. She was keen in establishing a disruptive brand that could rival Amazon and take its fair share of what the fashion industry has to offer. To date, Fabletics has been able to carve its niche in the fashion sector recording over $250 million in sales for the past three years it has been in operation. This success can be credited to the innovation that takes place at the company.


According to Kate Hudson, one of the factors that have informed the growth of Fabletics is a business process called reverse show rooming that the firm has managed to implement.This technique alongside other initiatives such membership perks to the some of the most loyal customers, embracing reviews and aggressive marketing have contributed to the success of the fashion brand.


In the reverse show rooming technique, Fabletics ensures that its clients visit one of its physical stores during which they can try some active-wears in the stores. A personal shopper who’s attached to every customer then takes the measurements of the member and saves the data on the profile of the client. This data is the basis on which recommendations on the most suitable apparels are made to the shoppers. This combination of marketing techniques and unique business processes enable the enterprise to away with intrusive sales associates.


Fabletics encourages all women to take a lifestyle quiz. This quiz has enabled many to acquire the right fashion wear that was unavailable in the past due to the unique tastes and sizes of women.


Most businesses in the fashion world are becoming keen on e-commerce owing to the success of Fabletics. According to Kate Hudson, a robust e-commerce plan did it for her enterprise. Most of her customers find the service of Fabletics to be convenient because after taking the lifestyle quiz, they can now shop on the go and at their convenience.