One of the biggest brands in the world of Athleisure products is Fabletics, and its growth story has surprised many of the industry experts. One of the greatest reasons why Fabletics has been able to grow at the speed of which it has is because it has focused its eyes and ears on what customers have to say about the brand. Even though many brands say that it is customer-centric, not many of them actually are. However, Fabletics started on the note of providing customers what they really wanted – affordable, designer, and quality athleisure product. The market were filled with athleisure products that were a total rip off and highly overpriced, and Fabletics came with its range of designer athleisure products at the fraction of the price. Moreover, the company launched the membership model, where the customers were able to get further discount and the ability to shop from the comfort of their home in a very personalized manner.
Leveraging the power of the crowd has been at the core of the business model followed by Fabletics, and it is what has helped it get the push it needed to make its mark in this highly competitive industry. The company is relatively new and was launched in 2013, but today does an annual business of over $235 million. Moreover, the company has over a million register VIP members, who have subscribed to the company’s subscription model. Shawn Gold, who serves as the Corporate Marketing Officer at Fabletics said that the reason why Fabletics has been able to grow tremendously in the past few years is that the company focuses on its customers, relies on data, and ensures that the end users are satisfied. It is what has helped the company to get positive reviews from the majority of the customers.
As the trend of online shopping has shifted towards people believing the online reviews as their own, it is imperative for an e-commerce business to have a good online reputation. Any company that is backed by positive reviews of its customers is sure to boost its sale, online reputation, revenue, and market image. It would also help in improved organic traffic to the site and better search engine rankings. The customer loyalty increases as the company continue to gather more positive reviews, and it is what Fabletics has been able to achieve successfully since its inception. Fabletics has a review based marketing strategy that is impactful and at the same time based on call to action.