The activewear and athleisure market is fast-growing, and competition to win market share is fierce. From Nike to Reebok, it’s not uncommon for brands in this space to partner with sports professionals, fitness enthusiasts and celebrities to design and promote product lines. In fact, Fabletics just announced its 3rd collaboration with television star and fitness enthusiast Khloe Kardashian.
But it is much more than celebrity collaborations that have made Fabletics (owned by TechStyle Fashion Group) a leading innovator in activewear, with more than 2.3 million members in its VIP membership program. From product innovation to shopping, delivering the best possible product and customer experience is always at the centre for Fabletics. This is especially true when it comes to digital and CX technology investments.
Among other customer experience features such as guided selling and clienteling, Fabletics invested in social proof messaging to enhance the customer experience for its current and prospective members. Implemented in just one month, Taggstar’s social proof messaging is used to highlight the behaviours of other customers to help shoppers explore products and make the best purchase decisions possible. Supported by real-time data, relevant social proof messaging is displayed across the shopping journey on the PLP, PDP and cart, highlighting trends, bestselling products and even personalised messages such as “X sold since your last visit”.
The results speak for themselves. Within a week, the initial proof of concept hit statistical significance and delivered a 3.19% conversion rate uplift. Both a different flavour of social influence; time will tell whether social proof or Khloe Kardashian proves to be the best investment for Fabletics. Our bet is on both.
