Athletic wear brand Fabletics has never been one for doing things the traditional way. Instead, they choose to stay on the knife’s blade of what is cutting edge, consistently pushing forward using the latest marketing techniques when many others in the space have refused to deviate from the same tactics they used over a decade ago.
This is one of the reasons that Fabletics has achieved such great success. They currently have over 1.5 million monthly members and have done over $230 in sales. Keep in mind that they launched just a meager three years ago and now are giving mega online retailers like Amazon and established brands in the space like Lulu Lemon a major run for their money.
Fabletics has always been different. For example, instead of building a massive line of retail outlets with extremely high overhead, they chose to go digital, creating an online “storeroom” for customers to shop, play and engage. They truly focus on putting their members first, and the extreme satisfaction and customer loyalty their members have has become more evident in the crowd sourcing campaign Fabletics has done.
Fabletics highly encourages customer reviews from its members and these reviews are helping push them into the forefront of athletic wear rankings everywhere. Research shows that 84% of people now trust an online review when considering making a purchase decision. This is huge for Fabletics. Fabletics customers will flock to every review site to share their love for the brand and the individual products. They discuss everything from quality to sizing, from material look and feel to the value for the price points.
Outside of review sites, Fabletics customers are known for sharing their gear and love of it on their social media pages. While this isn’t a typical “review” it carries more weight because it feels more genuine as they are sharing it with friends, family, co workers, etc.
Fabletics doesn’t encourage the review process simply to gain positive reviews. They believe that crowdsourcing reviews in this manner is beneficial both to people who are considering purchasing Fabletics gear and to the management staff. Fabletics believes in true transparency with their customers. They listen to what people are saying online and they are 100% willing to pivot their offerings based on consumer feedback. Their vision is that the company is for the customers and what the customer wants, they should receive. If customers don’t like a specific piece of athletic wear, or even an entire style or collection, Fabletics isn’t hesitatnt to pivot and learn more about what those customers truly want…and then to provide them with it.
This vision of customer first comes from the top down, as Kate Hudson got involved with Fabletics because she truly believed in the vision for the brand. She said she would never serve as merely a spokesperson, but wanted to align herself with a company she truly believed in. She wears Fabletics frequently and takes time to check sales data and read customer chatter on social media to ensure the brand is resonating.