The Fabletics brand has recently been at the heart of the major challenge to the dominance of Amazon and is using many of the techniques developed by the Online retail giant to create a better way of using customer reviews to increase sales. Fabletics is obviously doing something right as the brand has seen a 200 percent increase in sales to give it revenues of $250 million by the end of 2017; one of the major ways Fabletics has been growing its customer base is through the continued use of customer reviews to develop the position of the brand on search engine rankings and as a way of building its membership which already stands at over one million.
Studies have shown the importance of customer reviews to the position of a brand in the battle to compete with Amazon as the dominant factor within the Online retail sector. Fabletics has dedicated a large amount of its time and funding to make sure it has a dedicated customer service department willing to respond to all the issues and points raised by customers Online as the reputation of the brand relies on each individual member believing their personal needs are being addressed.
The development of the Fabletics brand has come at a time when the development of Online communities is becoming an important part of every aspect of life, including shopping. Fabletics customers are among the most active on social media platforms and across the Internet as they seek new ways of making sure their view of the brand is well-known. In the battle to become established in the Online retail industry, it is important to take on board the concerns of customers who are seen as the most important aspect of any company; a recent study stated 60 percent of consistent Internet users would not deal with a brand which had a negative ranking Online.
The choice of the correct brand ambassador can also play a major role in the development of a company like Fabletics which has seen Kate Hudson become one of its key marketing strategies since she joined the brand as a founding partner. Despite seeing herself as an actress, Kate Hudson has thrown herself into the Fabletics company and played a role in developing the social media strategy of the company which often revolves around her own image as one of the most approachable and grounded celebrities in Hollywood.