Fabletics, the company that proved customer-centric business strategies are the key to success

Kate Hudson is the co-founder of Fabletics alongside Don Ressler and Adam Goldenberg. When the company was founded in 2013, Don and Ressler decided to use Kate to ensure the brand created stylish, quality and reasonably priced products. At that time, the market was full of overpriced workout gear that offered no styling options.

 

From the inception of Fabletics, Kate has ensured the company keeps producing customer-centric products. She ensured that the company updated its customer service department. It is through her love for the brand and keeping fit that she ensured the company never suffers bad publicity and stock run out issues. Kate’s determination and hard work regarding customer service and satisfaction that saw Fabletics grow in triple digits in 2014.

 

Consumers have shifted to purchasing products based on the power of the crowd, that is through user reviews. Nowadays, consumers trust what they read on reviews to determine if, they will purchase a product. Companies like Fabletics have used this change in consumer behavior to ensure they stay relevant in the market. The management of Fabletics credit the success of the brand to how they embrace their customer’s reviews. Customer reviews act as a way of increasing customer acquisition, retention, and loyalty to the brand.

 

A recent study showed that 84% of consumers trust the reviews they find online. These customers found online reviews as informative as information from a reliable source that they are acquainted with. This statistic has been increasing year on year. This is due to customers today spending most of their time online. Smart brands like Fabletics are aware of this and leverage on their customer’s reviews. People nowadays no longer trust the traditional way of marketing through advertisements. There is more power in consumer opinions than ever before. Reviews are a way of generating income for a business. Studies showed that 74% of consumers considered buying a product based on the reviews that they saw on both the company’s website and landing pages. Reviews on non-product pages also had a positive impact on their purchase decision.

 

Review sites have been recording a boom in people researching about products and others leaving reviews on products they have used. On average, about 20,000 new reviewers visit review site, Trustpilot, daily to post comments and research on brands. The global trend nowadays has shifted from what companies say about their products to what users say about the product. Fabletics has reacted to this by listening to their customer’s tastes and preferences to design and manufacture products. They are aimed at improving the lives of their customers through taking a keen interest in their needs. Which is why they come up with a quick quiz before you sign up. In this quiz, you will be required to advise the design team on what products you are interested in and how much you expect to pay for them. This personalized way of product development by Fabletics ensures that they only produce items that their consumers want. It is therefore very important to fill in the questionnaire before creating an account with Fabletics.

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