Fabletics Enthusiastically Embraces Consumer Reviews

Recognizing the importance of dependable and reliable reviews that further advance the bottom line of a business, Fabletics has made the most of the power of review centric advertising policies.


The company, which was launched in 2013, has grown to more than $235 million in revenue with more than one million members. In addition to its online presence, Fabletics has 22 retail stores and plans to open approximately 12 more this year.


According to Fabletics, its growth has been steered by consumer reviews, improved loyalty and customer retention.


Upon registering members are asked to complete a quick quiz about their workout and lifestyle preferences. The information helps establish prices and produce what fashions customers will be asking for in the future.


Shawn Gold, corporate marketing officer of Fabletics parent company, TechStyle Fashion Group, stated in a Huffington Post story, that a good deal of the brand’s accomplishments have resulted from welcoming the user reviews or crowd reviews.


The story, which pointed out how important online reviews are to consumers when deciding whether or not to purchase a brand, also involved many research studies.


For example, a recent BrightLocal study revealed 84 percent of consumers have confidence in online reviews similar to a personal recommendation from someone they know.


According to Peter Holten Muhlmann, founder and chief executive of Trustpilot, today there is security and trust in the views and responses from the crowd and the most intelligent brands not only are aware of this but take advantage of it as well.


More than half of those surveyed said they consistently read reviews as well as research a company while 60 percent said they would not use a business based on negative reviews.


Research firm L2 found 76 percent of top consumer brands highlight user reviews on their website as well as product pages to guide purchases. The research found the number of brands that have added in reviews to their website has soared by more than 70 percent since 2014.


L2 also found products with more reviews on various e-tail sites, such as Amazon and Walmart, rank higher in searches than sites with less reviews.


In addition, two studies by Moz and The Local SEO Guide, brought about positive online reviews that had a major influence on the brand’s search standing.


According to results from BrightLocal, 74 percent of people agreed they would engage in a purchase after observing user reviews on a product page.


From the restaurant perspective, Yelp found a one-star rise in rating directs revenue to a 5-9 percent boost. Yelp’s collective reviews expanded by 26 percent while app users rose by 22 percent compared to the previous year.


Fabletics was founded by Adam Goldenberg, Don Ressler and Kate Hudson. The retailer sells women’s athleisure apparel and accessories.


Kate Hudson was the first person the founders thought of as her approachable and active lifestyle exemplified what they would like Fabletics to develop into.


Hudson has been heavily involved from the onset, reviewing budgets, taking part in the design process and working closely with the team on all the styles.

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