In 2013, a new online retail company was established by Katie Hudson: Fabletics. This company instantly grew, from being a small startup to a multi-million dollar business. Fabletics has also partnered with Amazon recently, to become an unbeatable business in the world of online retail. But what made them so successful in just a short amount of time? One word: reviews.
When Fabletics was relatively new, no one knows about it, aside from the fans of Katie Hudson who have heard her plug, and a few who were informed about it. Then, after the website was launched, people enjoyed how the experience went through, and have seen that the quality of products being sold by the company is better compared to other online stores. It fueled word of mouth advertising, with the old customers bringing in new ones because of their positive experience shopping with Fabletics. Others would write down an online review, saying that Fabletics is the place to go. These form of indirect advertising helped Fabletics become one of the most formidable entities in the world of online retail.
First-time customers who visit the website at www.fabletics.com will usually be greeted by deals from the company. These deals require answering one of their quizzes so that the system will determine which kind of style suits their customer. This information is fed to the system will also be used for future visits. Quizzes are part of the website, and one should answer them for them to access the shop itself. The questions are not difficult, and there are no wrong answers. It is like a survey wherein the answers depends on the person who is responding.
After the quiz, customers can access thousands of collections available on their website, and the clothes are organized in different categories – outfits, tops, bottoms, accessories, signature, and featured. Once the selection of clothes concluded, customers can check it out. There are two types of customer checkouts: one for regular customers, and another one for VIP customers. VIP customers receive discounts and more perks compared to regular customers, and it is recommended to become a VIP to save more. After the checkout, customers would have to wait for the item to be delivered.
Many clients who are receiving their item post reviews about their experience with using the Fabletics website. Many of them are satisfied with the experience and recommend other people to try shopping at the site too. Fabletics did not expect the customer’s review to drive their company forward, and they are very thankful to those who are writing positive feedbacks about the enterprise. As a result, Fabletics included a review feature on their website for customers to write down what they think about the company, the product, and the whole experience. Fabletics is anticipating for higher revenues since they are receiving a lot of positive feedback lately from satisfied repeat customers, coupled with new customers who have heard about their friends or family members’ experience about shopping at the Fabletics website.