Why Fabletics is eclipsing its Competitors

When it comes to market analysis and responding to consumer trends, Fabletics is leading the pack in the fashion industry. In fact, Fabletics is one of the few athleisure brands using the review-centric marketing approach. The company is customer-centered, and so is a review-centric approach to marketing.

Review-centric marketing strategy is at the heart of digital marketing. The strategy considers modern consumers and their appetite to read reviews about a product or service before making a purchase decision. Since most brands now offer their merchandise through the internet, reviews mainly ‘user reviews” have become part and parcel of the e-commerce business.

Research carried out by BrightLocal, a UK based SEO firm, affirms that a majority of the surveyed people—84 percent—trust online reviews. In fact, the trust those people have on user reviews is comparable to the confidence they develop in product or service that has been recommended by someone they know. According to BrightLocal, the number of people that trust online reviews has been increasing every year that the survey has been conducted.

Peter Holten Mühlmann, CEO of Trustpilot, echoes the sentiments of BrightLocal. The CEO of the Danish firm states that modern consumers, unlike in the generations before, are averse to traditional marketing and advertising. Mühlmann further says that user reviews provide the much-needed feedback regarding a product or a service. According to him, user reviews provide safety to consumers as they can only purchase products or service that have positive reviews and shun those with negative reviews; consequently, the probability of acquiring a high-quality product/service goes up. Mühlmann concludes by advising firms to take advantage of this understanding of modern consumers.

Thanks to the review-centric marketing approach, Fabletics which was founded four years ago is on its way to becoming the leading athleisure brand. Presently, the company ships its merchandise to international destinations such as the UK, Germany, France, Australia, etc. Two years ago, the Fabletics announced that it had shipped over one million orders. Fabletics has introduced not only men’s athleisure clothing line but also non-athleisure clothing such as dresses. As Fabletics expanded, so did the number of paying members and revenues which are now reported to be over one million and $235 million respectively. Analysts conclude that the overall growth that the company has witnessed over the four years is in excess of 200 percent.

Fabletics is associated with Kate Hudson, Don Ressler, and Adam Goldenberg. The three settled on starting an activewear company in 2013 that focuses on two things: quality and price. The three wanted to offer high-quality clothing at lower prices than the prices offered by their competitors. So far they have managed to appeal to thousands of consumers.

The trend of personalized products/services is gaining traction in America and Fabletics has not been left behind. The company strives to offer personalized clothing to its consumers. To this end, the company encourages its consumers to take a “Lifestyle Quiz’’ which leads to the identification of Fabletics’ gear that suit their needs.

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