The success story of Fabletics, a prominent active wear brand, was phenomenal since it founded in 2013. It is considered to be very difficult to make an online brand grand success. While analyzing the reasons for its success, one can identify that it used the power of the crowd efficiently with crowd-sourced reviews. Experts say that many brands have already started shifting their focus to review-centric marketing engagements. Fabletics was one of the few front-runners of that trend. It has grown more 200% and captured a revenue of $235 million with more than one million subscribed members within three years.
User reviews have played the biggest role in the growth of the brand. It identified that customer reviews are crucial in improved loyalty (LTV), customer retention, and added customer acquisition for all the industries. People are more into digital life in the recent years, and online reviews make a significant influence in most buying decision process. A recent study conducted by BrightLocal showed that more than 84% consumers believe online reviews like personal recommendations. People are no longer believing advertising and traditional marketing much, and they focus on the feedback and opinions of the crowd better. Innovative brands like Fabletics identified it much earlier.
In an online survey, more than 50% of the customers agreed that they read reviews at least once in a month. It is also identified that positive reviews can also impact on the search engine ranking. Here, Fabletics is very active and obsessed with customers, and it tries to manage, collect, and respond to many thousands of customer reviews. It has at least 30,000 online reviews on Trustpilot, one of the leading review platforms. Interestingly, Fabletics gets more than 85% of business from repeat customers. Also, more than 17% of the new customers of the brand are coming through the referrals of existing customers. Considering the results, Fabletics has devised a growth plan with increased consumer participation and online reviews.
It was in 2013, Adam Goldenberg and Don Ressler of TechStyle Fashion Group identified that there was no stylish, high-quality, and reasonably priced athleisure brand in the market. They identified it as a potential opportunity and collaborated with Kate Hudson. They floated the company in the second half of 2013 with personalized branding experience. Kate worked closely with all the major departments of the brand including social media marketing, sales numbers, designing, and more. She kept communication as the core and revamped both customer service and inventory sections.
The brand started growing quickly in the market. It also implemented a data-driven approach to impact the customers significantly. This gave a personalized product series from the brand. Interestingly, it has a subscription plan and Life Style Quiz to ensure customized products for each of its customers. While each consumer subscribes its plans, they have to fill a Life Style Quiz with a number of questioners that ask the preferences and tastes of customers. Based on that data, Fabletics designs personalized products for its customers. As a brand, Fabletics invites everyone to fill out the Life Style Quiz to get the most of the style and feel the difference.