Fabletics, the world’s largest digitally native activewear brand, has built a loyal customer base through its commitment to inclusive designs, stylish performance wear, and a unique VIP membership model. As the brand expanded rapidly, Fabletics needed a way to deeply understand the emotional drivers behind customer feedback—at scale. To meet this challenge, the brand’s consumer insights team turned to Canvs, using its emotion-driven analysis to transform unstructured feedback into clear, actionable insights that fuel smarter decisions across product development, merchandising, and customer experience.
Watch Kyla Balkan and Annie Zhao from Fabletics share how Canvs helps fuel product innovation and customer satisfaction.
Problem
As a fast-growing brand, Fabletics was overwhelmed with open-ended feedback—from brand health surveys to thousands of product reviews. Their consumer insights team was responsible for surfacing actionable insights across product, marketing, retail, and CX functions. With limited bandwidth and increasing internal demand, the team struggled to consistently analyze customer feedback, track sentiment over time, and connect insights to business decisions.
Solution
To scale their impact and make sense of high volumes of unstructured feedback, Fabletics partnered with Canvs to automate and enhance the analysis of qualitative data. With Canvs, the consumer insights team was able to apply consistent code frames to open-ended survey responses, allowing them to monitor shifting sentiment over time and surface emerging themes for the executive team. For example, Canvs revealed that customers were frustrated with the fit of their scrubs—especially curvier women expecting the stretch of activewear. This insight directly led to the development of a new product: the Flex Scrub Top, now one of their top-reviewed items. Additionally, Fabletics began aggregating and analyzing product reviews at the style level, helping merchandising teams make informed updates to sizing, fit, and fabric choices.Fabletics uses Canvs for:
Brand Health Tracker Analysis
Analyzing open-ended survey responses to track sentiment and key themes across quarterly waves.
Scrubs Product Feedback
Identifying fit issues for curvier customers, leading to the development of the best-selling Flex Scrub Top.
Product Review Analysis
Aggregated thousands of customer reviews across styles, colors, and fabrications. Helped merchandising teams identify common issues (e.g., oversized jackets, fabric complaints) to guide future assortments.
Category and Style-Level Sentiment Tracking
Analyzed sentiment at both broad (category) and granular (style) levels to support product decisions.
Executive Reporting
Delivering consistent, data-backed summaries of what’s driving positive and negative sentiment to leadership.
Benefits
Faster Time to Insight
Canvs uncovered emotional drivers and product-level pain points, helping teams create better, more inclusive designs.
More Actionable Feedback
With clear, data-backed insights, the consumer insights team could elevate the voice of the customer across the organization—keeping empathy at the heart of every decision.
Stronger Customer Advocacy
With clear, data-backed insights, the consumer insights team could elevate the voice of the customer across the organization—keeping empathy at the heart of every decision.Through its collaboration with Canvs, Fabletics has transformed how it listens to and acts on customer feedback. By turning open-ended responses into emotionally rich insights, the brand is scaling its ability to deliver inclusive, high-performing products—while staying deeply connected to the evolving needs of its loyal member community.
"We really see ourselves as the advocates for the Fabletics customer. So much goes into a business decision, and what can get lost is empathy. We're the ones who sit with the data day in and day out, so we constantly work to bring customer emotion and perspective back into the conversation"
Kyla Balkan, Director of Consumer Insights and Strategy at Fabletics
Want to learn more?
Canvs works with elite insights and CX teams to make consumer empathy a superpower through the magic of AI, and we’d love to work with you.
