For years, consumers have been trying to come up with better ways of determining final purchases. The old decision-making process involved traditional marketing and advertising. Now, consumers have discovered a new, more trustworthy tool: crowd-sourced reviews. As times change, savvier brands are utilizing this trend and adopting review-centric marketing strategies.
One brand experiencing review-centric success is Fabletics. Fabletics is one of the most popular activewear brands in the world thanks to its millions of followers. In less than five years, Fabletic’s grown by over 200 percent and is now generating more than $250 million in revenue. Even its parent company, TechStyle Fashion Group, is thankful for online reviews.
By taking advantage of this new consumer behavior, Fabletics can freely advertise to potential members without advertising. This, in turn, makes every customer feel like they’re the center of attention. Fabletics has some of the more loyal customers of any industry.
That’s because Fabletics understands how important trust is to its customers. Trust is the reason that online reviews grew in popularity. People don’t trust traditional marketing and advertising anymore; they’ve been burned too many times. Now, the words of their fellow shoppers are what drive them to a final purchase decision.
While Fabletics has over 20 million social media followers, it only has 1.2 million paying members. Those members love the discounted prices as much as they love the endless variety of styles. It’s shocking how affordable Fabletics actually. Even more shocking, Fabletics isn’t poorly manufactured. Its products are easily considered high quality.
More importantly, Fabletics is on a mission to make health and fitness possible for all women. Not a lot of women have fashion companies making products that are actually suited for everyone, but Fabletics is focused on making every woman look and feels her best, regardless of age, size, or style preference.
Speaking of styles, Fabletics has one of the largest selections of activewear for all size of women. It’s actually one of the things that Fabletics is praised for the most.
Fabletics creates lines in sizes from XXS to 3X. Creating that many lines is difficult, but it’s worth it to hear all the appreciation from members. Fabletics offers a lifestyle quiz that shows non-member what outfits the personalize service would recommend based on their answers.