The rise of the Fabletics brand has been rapid since the brand was launched in 2013 by TechStyle executives Don Ressler and Adam Goldenberg alongside founding partner and brand ambassador, Kate Hudson. Customer reviews are becoming increasingly important to the work of Fabletics as the number of those looking through reviews for recommendations has hit record levels with the majority of people looking to follow the reviews of existing customers; studies have shown the number of those trusting verified Online customer reviews continues to grow each year with everything from individual products to the reputation of an entire brand based on the reviews seen across the Internet.
For a brand like Fabletics which is looking to challenge the dominance of Amazon in the Online retail industry the need for high search engine rankings is all important. The golden rule for many businesses is the first page of a Google search is all that exists for customers as reviews have a major influence on the way a business is ranked when searched by a customer; in both local searches and global rankings a Site offering a range of verified customer reviews will rank higher overall than a business not offering customer reviews as part of its Website.
TechStyle is the umbrella company providing services for the Fabletics brand which has been at the heart of the growth of athletic clothing across the last four years. One of the aspects of the use of big data the Fabletics brand is seeking to explore is the response and collection of customer reviews which makes sure every possible avenue of the customer experience is consistently being monitored and enhanced over the life of the brand.
One of the main team members playing a role in developing the customer experience for Fabletics customers is actress Kate Hudson who had little business experience before landing her name and reputation to the Fabletics brand. Hudson played a personal role in making sure the customer service department of Fabletics was enhanced over the course of its first years in operation as she responded to the concerns of customers with a large amount of work completed by herself to build a better experience for all members. Kate Hudson and the team at Fabletics believe the development of the lifestyle quiz as the first step in joining the membership group acts as a positive starting point for all customers.
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