For decades, companies revered the opinions of their customers. It’s where the slogan: “the customer is always right” comes from. Now, companies revere customer opinions more than ever. With a consumer behavior trend called crowd-sourced reviews, customers have the power to persuade fellow shoppers whether to purchase a product or service.
As the economy relies more on technology, consumers are using the internet to research products before they buy. That means that companies no longer have the ability to persuade their customers like they used to. More people place their faith in customer reviews rather than traditional advertisements.
What it really comes down to is trust. Consumers no longer trust traditional advertisements as much as they used to. With the adoption of user reviews, consumers can get firsthand descriptions of the quality of products and services. This makes customers feel better about their purchase before they buy.
As a result, the markets became more competitive. Companies go out of their way to make customers feel special, in the hopes of creating a return customer. This also allows savvier brands, like Fabletics, to compete with dominating brands that have controlled the market for so long. In fact, many of the executives at Fabletics thank user reviews for the company’s success.
Making the customers feel special is what Fabletics is all about. Fabletics uses a subscription mechanic to sell directly to its members. It also uses an array of activities and events to get to know its members’ personal style preferences.
Its premise is simple: offer on-trend fashion at affordable prices. As an added bonus, Fabletics has a team of fashion experts that select items they believe each member will like. Every month, every member gets a personalized list of items that fit their style preference. Features like this attracted over one million monthly members.
For Fabletics, members’ happiness is the most important victory. Fabletic’s designers spend countless hours ensuring that every woman can find something she loves at Fabletics. They make items in all sizes from XXS to 3X, which is extremely rare for an activewear brand.
In fact, the countless styles Fabletics has are why most members love the brand. Even some of the reviewers challenge their fellow members to not find something they’ll love. For women who want to see what styles Fabletics has, they can take Fabletic’s lifestyle quiz.