The Unbelievable Success Story of Fabletics Using Technology and the Power of Crowd

Fabletics is considered as one of the most successful online brands in the recent times. The brand could make excellent growth in the recent years, thanks to its larger bets on the power of crowd and technology. While many people are trying to decipher the success of the brand, it looked as if the firm has utilized crowd-sourced reviews to expand its reach. The brand perfectly identified that the changing possibilities of customer reviews and its connectivity with new customers. It should be noted that improved loyalty or LTV, customer acquisition, and customer retention are the three significant benefits associated with consumer reviews, and this is across the industries.

Per the latest industry trends, people believe reviews as much as personal recommendations, and it works as in important factor in the purchase decision process. It is found that most people read reviews before buying any new product. A BrightLocal study revealed that more than 84% people consider reviews as equally trusted to personal recommendations. Interestingly, people are showing least trust towards advertising campaigns and traditional marketing of the brands. It should also be noted that many people love reading reviews regularly, and as many as 50% of the customers choose to read reviews at least once in a month. It also understood that positive reviews of a business could influence the search engine rankings of the business and ensure better conversion rate.

Fabletics have utilized these aspects to drive better business and brand value for the firm. It gives much importance to the customer reviews and carefully monitors the reviews and comments of customers on the internet and respond to those. It is reported that the online brand has close to 30,000 reviews on Trustpilot, a prominent independent review platform. Fabletics confirmed that as many as 17% of its new customers are coming through various referrals, and reviews play a significant role in getting those numbers. With the increasing success of review-centric approach, the online brand is on a mission to advance its presence with more added reviews.

While coming to the ideation of Fabletics, in early 2013, TechStyle Fashion Group’s Adam Jack Goldenberg and Don Ressler understood that there was a space for high-quality and trendy smart wear brand with reasonable pricing in the market. With immense experience in the online brand creation, they collaborated with Kate Hudson and founded Fabletics by the end of 2013. The brand was making its own statement of products fit the needs of people who have an active lifestyle.

The brand considered communication as the key and offered personalized products based on customer preferences. For that, it used a data-driven approach to identifying the latest trends in market and customer choices. It also helps the brand to identify preferences at the local store level and streamline better production schedule. To each new customers into its subscription program, the brand offers a Lifestyle Quiz that contains a number of questions related to the fashion preferences of each of them. People who wanted to get personalized products, can fill out Lifestyle Quiz at Fabletics’ online store and get the products of their choice.