Fabletics: An Example of Todays Brand Making
Fabletics, the leading online athleisure brand, is a perfect example of how online brand making should be in today’s world. The firm is largely betting the possibilities of digital marketing combined with technology innovation to grow its business. Precisely, it effectively utilized the changing customer behavior in terms of product awareness. The firm identified that the power of the crowd is the most important deciding factor in convincing the customer to choose a product. Since it founded, the online brand was focusing on customer reviews, and the recent studies have shown that over 84% of the customers accept online reviews quite similar to personal recommendations.
It points out that the brands that are having a clear focus on making a positive opinion across the internet ecosystem, with best-in-class products and services, can ensure a smooth journey. A similar survey revealed that the customer reviews also play an important role in improved loyalty, customer acquisition, and customer retention regardless of the industry type. While coming to the frequent use of reviews, another survey showed that as many as one in every two people researches about at least brand once in a month. Interestingly, the number is getting an increase of 23% year over year.
The brands are also increasingly aware of the changing mood of the customers, and at least 76% of the consumer brands displays customer reviews on the product pages of their website to improve the sales. Interestingly, user reviews are one of the most happening site features in the recent years across the consumer brands. As many as 74% of the customers replied that they go through the reviews on the product page and then make a decision on the purchase – a new trend that is visible post-2012. Fabletics effectively utilized all these factors and integrated them to its growth mission. The brand has more than 30,000 reviews, already, in a leading review site, Trustpilot, with its average rating stands at 8.2.
Interestingly, Fabletics has spoken out about its ambition as a brand and its deep focus on customer reviews. The brand plans to add more customer reviews online in an attempt expand its business and revenue. It should be noted that the online brand was started in the year 2013, after its co-founders, Don Ressler and Adam Goldenberg, identified that there is a vacant space for a reasonably priced activewear brand that offers style and quality. They collaborated with Kate Hudson and launched the brand targeting young women who aspire active lifestyle.
Ever since it started, the team ensured that communication played a significant role in its brand development and modified its customer service department along with giving significance to social media. For offering personalized products, the brand devised a Lifestyle Quiz to its consumers. It means that every new customer of the brand has the opportunity to complete the quiz that is of questions related to their fashion preferences. Based on the data, Fabletics designs personalized activewear products to each customer and ensure increased customer satisfaction. Interestingly, Fabletics invites everyone to fill out the Lifestyle Quiz to get their desired products from it.