Fabletics is a retail company which was established in 2013. The company was co-founded by Kate Hudson, a well-known American actress and model, and in just a short period of time, the company grew into a multi-million dollar business. Fabletics has a number of physical stores scattered across the United States, but most people still prefer ordering through their website because it is more convenient. Fabletics has been acclaimed by several experts in the field of retail and online marketing because of how simple the interface is. Through their online portal, customers would have to answer a simple quiz in order for the system to determine which kind of clothes best suits the customer. The experience is more personalized, and the recommendation coming from the system will fit the lifestyle of anyone. Then, the system will be showing up a series of clothes available to be purchased. Fabletics has thousands of clothes in its collection, and the customer can choose anything that they want from the list. Then, when checking out the selected clothes, customers can either choose being a guest where they can take the items with their regular prices or as a VIP where customers can take their items with huge discounts.
A huge chunk of the revenue being made by Fabletics comes from their website. Analysts believe that it is because of the user friendly interface and the simplicity of the company’s online portal. Moreover, the items that are being sold by Fabletics have very high quality, which is why people sometimes recommend buying from the website. Through word of mouth, many interested and curious people stumble upon the website and they buy one for themselves. Whenever a product comes in, people who purchased them end up being satisfied, recommending the website once again. This continuous cycle has made Fabletics one of the fastest growing retail companies in the United States, and they are reported to have raised their revenue to more than $250 million. Fabletics has also partnered with Amazon to sell their products, and it is indeed a good decision to partner with the company controlling 20% of the online retail market.
Another reason why Fabletics became a hit is their strategy of using the public themselves. Through their online portal, customers have the freedom to write what they think about the product that they have purchased. Fabletics has opened the option for customers to leave their reviews, and so far, most have left favorable reviews. People nowadays wanted to see what other people think about the product that they wanted to buy. According to studies, the reviews being made by strangers online are being trusted by customers, as if someone they knew has reviewed it. If a product has a lot of negative review, there is a huge chance that the customer would never purchase it. But if it is the opposite, where a lot of positive reviews can be read, the customer would certainly buy the product. Reviews are vital for companies like Fabletics, and just like the traditional word of mouth strategy, product reviews could also spell the success or downfall of a brand.