Fabletics: Leveraging User-Reviews to Create a Successful Brand

Digital marketing experts are encouraging modern companies to adopt review-centric marketing strategies in addition to the customer-centric strategies that they already have in place. Diana Wertz, a digital marketer, is convinced that companies that embrace the relatively new marketing strategy are poised to go the Fabletics way.


Fabletics is an embodiment of a company that has attained success through paying attention to the modern buyers who are review-centric. Kate Hudson, Don Ressler, and Adam Goldenberg have built a competitive brand in just four years with revenues slightly short of $25O million. While modern buyers shy away from subscription-based companies, Fabletics is signing up new members each day. So far, the company has over one million paying members. However, the speed at which Fabletics is expanding is admirable: over 200 percent since 2013. Such a colossal expansion could not be possible in the U.S alone. Indeed, the company now serves more than its American clients. Fabletics was initially established to offer athleisure products for women. However, the company now has an athleisure line for men. In fact, the company is diversifying with the recent introduction of dresses.


Fabletics success may seem too good to be true, but in her article, Wertz argues that review-centric marketing strategies are at the heart of modern marketing. She suggests that modern consumers who are increasingly making their purchases through online stores are biased in favor of positive reviews especially user-reviews. They search for comments from other users who have experienced a productservice that they intend to acquire. A positive (s) review of a product or a service is a plus for the company as the modem buyer is likely to spend their cash on them. Needless to say, negative reviews have a negative impact on businesses. What’s more, positive reviews ward off price wars as buyers do not fall into the trap of buying a product/service because of the low price tag on them. In fact, modern buyers are willing to spend more as long as they derive value from their purchases.


Wertz’s article indicates that’s buyers trust online reviews. The trust they have in them is comparable to the confidence they have on products services recommended by people they know even though user-reviews emanate from strangers. A BrightLocal survey confirmed that over 84 percent of online shoppers trust online reviews. The sentiments were echoed by Peter Holten Mühlmann, Trustpilot Founder, and CEO, who affirmed that online shoppers are skeptical of traditional marketing and advertising. Mühlmann concluded by stating that smart brands like Fabletics have taken note of the recent developments in marketing and are capitalizing on them.


Fabletics is also leveraging Kate Hudson’s fame to establish its brand. The iconic actress samples Fabletics’ athleisure products each month and picks her favorite products. While consumers trust user-reviews, they are likely to trust them more if the reviews are coming from someone they know. Kate is famous, going by her Facebook, and Instagram accounts, Kate has over eight million followers. She recently unveiled Demi Lovato’s collaboration with the company.