Fabletics: Using Reviews for their Advantage

Fabletics is an American online retail company which sells stylish and athletic garments targeted to women of all age and sizes. The company was co-founded by American actress Kate Hudson, and it was established in 2013. The company grew tremendously because of the support that they are receiving from their customers, and according to reports, Fabletics is now valued at $250 million. Fabletics is the only online retail company which requires their customers to become a member first in order to purchase something from the store. The membership system of the company is received well by their customers, because of the discounts and freebies that come with the membership. Fabletics also revolutionized the online retail industry, introducing new methods and techniques on how to become successful retailers. Fabletics has a healthy competition with other online retailers including the giants like Amazon, but they still managed to survive because of the unique and brilliant methods that they are implementing within the company.

 

The power of the crowd is one of those techniques which are being used by Fabletics to their advantage, and it is overall successful and working well, giving the company a positive online reputation. The power of the crowd is a marketing strategy which requires the business to gain positive reviews in order to sell their products or to acquire new customers. With Fabletics, what they did is to put a review feature on their website so that customers can type in how their shopping experience felt like by using the website. Fabletics has a lot of positive reviews, because people loved their products, the user friendly interface of their website, or just because they are having a great day. Staffs at Fabletics physical stores are also encouraging their in store customers to leave a comment regarding their shopping experience. The customers welcome the gesture and they leave appreciative reviews for Fabletics. This scheme helped Fabletics gather new customers, and due to heavy word of mouth advertising, more people are becoming aware of the company and their products.

 

Aside from their own website review feature, Fabletics is also focusing on third party websites which offers reviews for companies and products. They are monitoring each website, and so far, most of the comments left were positive. Fabletics speak with those who are leaving negative remarks about the company and their product, and they try to make things up for the disappointed customer, like giving them additional discounts or other freebies. Online reputation is very important for businesses like Fabletics. The power of the crowd decides how the business will perform, and it is essential that the management caters to what the customer wanted because a single negative review can affect the business as a whole.

 

In this world and age, strategies are transforming quickly. Businesses have to cope with those changes, because if they refuse to adopt the changes, they could fail. Fabletics used the power of the crowd to their advantage, and now, the online retail company is enjoying the fruits of their hard work.

The Mega Rise of Kate Hudson’s Fabletics

If you haven’t heard of Kate Hudson’s absolutely adorable line of “athleisure” wear – meaning athletic wear that is actually stylish – well, you may be living under a rock. The brand has soared to incredible heights in just three years, amassing $250 million in sales and being compared to unicorns such as Apple.

 

One reason for its success is that Fabletics chose to approach their brand differently that those already in the athletic wear space. Instead of opening a chain of stores or holding a mass of pop-up shoppes, Fabletics utilizes the reverse showroom technique. The technique simply means that instead of inviting buyers into stores, they are taken into an entire digital world of shopping, branding, information, and invited to become part of a similar fan base of purchasers. We’ve all done it…gone to a store looking for something and then found it for a few dollars cheaper online for a different, possibly wholesale, retailer and purchased it there instead. That is just the way today’s digital savvy user chooses to buy things, they know they have options. While other companies are paying the high overhead costs for their stores, the staff, product display and more, Fabletics’ reverse showroom technique allows people to browse from the comfort of their own homes. They also utilize a very unique membership plan, where members commit to a certain monthly spend and receive their trendy athletic gear each month, which flexible options to hold your shipment each month.

 

As far as the quality of the product goes? It’s great!! The leggings especially are not only trendy, but very high-quality material that can be compared to some of the more expensive brands on today’s legging market. The leggings have good compression, i.e. your booty looks good, thick material that doesn’t allow any see-through faux paus, and they also retain their shape wash after wash. The tops are very trendy and choices are always evolving to meet the changing styles of the athletic fashion market. There are also free returns, which is wonderful. I also really enjoyed that there was a Lifestyle Quiz on the site prior to getting started. The quiz asks you questions about your workout habits and fashion preferences, to avoid returns and help make sure you get the pieces you really want. Overall, Fabletics is a fun and new way to get me motivated to work and and to look great in the process.

 

A great unsponsored review can be found on the blog a Foodie Stays Fit.