Fabletics Believes Customer Reviews Are Important To Its Battle With Amazon

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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Fabletics Offers Customer Service With a Difference

It used to be that customer service in the fashion world came via in-store attention from salespeople who knew how to cater to their special customer’s specific tastes. Today, people still appreciate that level of customer service, but with so much of today’ new fashion being offered via ecommerce, the business model has had to change. Keeping competitive in the online fashion world today means catering to customer tastes, especially since amazon.com now has a 20 percent share of all the online fashion business globally. Startup companies today are advised that only those that can offer unique brand appeal, last mile service and incredible customer experiences will really be able to compete in the online fashion world. And all of that is really just for starters.


So how does a new ecommerce fashion brand break through to customers today? The Fabletics brand is one company that is doing it, with huge growth coming in after just three years of being in business. Right now the company is valued at $250 million, which is an amazing achievement, especially in this very competitive business.


Appealing to Active Women


The idea behind Fabletics, which was co-founded by actress Kate Hudson with her partners, was to give women highly fashionable active wear that doubles as clothing for work or casual social events. All this, at a price that is affordable to women at every socio-economic level.


One of the attractive aspects of Fabletics is its engagement with customers through its VIP monthly service. Every month VIP subscribers receive a selection of clothing specially curated by Hudson herself. These selections are geared to the customer’s specific workout needs, which are communicated to the company via an enrollment questionnaire. This special level of service has made the company very popular with customers, who enjoy having a high level of customer care at an affordable price.


Kate Hudson is also an asset to the company as a spokesperson. Her active, athletic lifestyle and positive spirit make her an attractive figure for a company that is serving the needs of women who are living an active lifestyle themselves.



As the Fabletics brand moves forward, there’s no doubt it will continue to innovate and grow as it keeps up with the tastes and desires of its customer bases. Despite the odds against success in today’s competitive online environment, Fabletics is succeeding and making a difference.