Fabletics has been rocking the world of women’s athletic wear since 2013. It is spearheaded by actress and fitness enthusiast, Kate Hudson. When she joined the company, she wanted to be a core member of the team. She is a very hands-on person and says she would never work with a brand that she doesn’t herself personally wear and enjoy. She is definitely a believer in Fabletics. The company has grown over 300% since it was founded and is currently the hottest brand in athletic wear.
Today’s Consumer Holds the Power
Today’s consumer is more educated than ever when making a purchase decision. Consumers have more places to seek out reviews and information than ever and most of that is in the digital space. Where people used to ask a friend or neighbor for advice on a new lawn mower or car, they can now scour the internet for laser-focused reviews from thousands of people. There is a whole market for people who solely review things online.
Because of this high volume of information available, people can be more selective. The selectivity has forced brands to reset the bar for their products and customer journey. Fabletics was lucky in the fact that, as a new company, they had no hurdles of how things used to be done at their company. When parent company, TechStyle Group, and Kate Hudson first launched Fabletics in 2013, they wanted to do things differently. The goal for Fabletics has always been to provide a digital journey for a consumer that is faster, sleeker and more pleasant than any other company in the industry.
The Power of Reviews in Gaining New Customers
Once the purchase experience was completely buttoned up, Fabletics turned to the power of online reviews. The goal was to use the power of the huge crowd of satisfied Fabletics members to gain positive online reviews showcasing the quality that Fabletics has to offer. The company routinely encourages fans to post a review or to share a photo of them wearing Fabletics athletic wear.
In 2016, 74% of people said that after seeing positive user reviews they would take the next step in their purchase journey. Fabletics currently has over 30,000 reviews on review site TrustPilot and the company’s trust score is around an 8.2 out of a possible score of 10. That is not to mention the thousands of reviews on social media and the user-posted images Fabletics members share daily.
The Power of Engagement in Building Repeat Customers
TechStyle has seen a direct correlation in the number of repeat customers after responding to their reviews and incorporating user reviews into their website and marketing campaigns. The company’s social media team engages with people who post a review or who tag Fabletics in a post. This simple engagement builds brand loyalty from the original poster and will help make them a valued repeat customer. Fabletics’ Corporate Marketing Officer, Shawn Gold, credited the company’s most important performance indicator as the fact that 85% of the company’s sales come from repeat consumers and 17% of new Fabletics consumers are referrals.
Fabletics has a simple LifeStyle Quiz that will help you open the door to all of the great athletic wear the company has to offer. You can find it on the Fabletics website.