FABLETICS LEVERAGING THE POWER OF THE CROWD

The power of the crowd increasingly determines the consumer purchase. Today, clients depend on referral from people they know and look out for reviews to gain trust on a brand. This shift in consumer behavior has led to perceptive brands capitalizing on it with review-centric marketing strategies. Fabletics is one of the well-informed brands that have capitalized on the consumer shift behavior.

 

Fabletics has grown by more than 200% since its launch in 2003 with above one million paying member and over $235 million in revenue. TechStyle Fashion Group corporate marketing officer, Shawn Gold attributes the success of this brand to incorporating user reviews. Leveraging the rise of reviews in the current client journey has powered Fabletics rapid growth. Consumer reviews have the capacity to improve loyalty, increased customer relations and brand retention by customers in all industries.

 

Reviews contribution to growth

Online reviews are on the rise in decision making as most people have gone digital. Before making, any purchase people research on the businesses and read reviews for decision-making. Genuine and authentic reviews boost the business online presence by, improved search rankings, capturing more clients leading to increased revenue collection. Fabletics increase the number of repeat clients by incorporating and addressing user reviews into offerings for both products and policies.

 

They have been an increase in the review options for customers with the rise of the number of customers seeking out more reviews. This is also because of the rise in the number of brands tapping into the economic boost provided by the crowd. According to Muhlmann, the brands in the growing global trend is what the customer says not what the company says. The brands have been forced to be customer focused and transparent with the crowdsourcing. The businesses are run with data and empathy and to know what people want you to have to listen to their circumstances and tastes. This helps in improving their lives, by confirming the customers’ direct opinions.

 

Kate Hudson on Fabletics success

When the founders of the TechStyle Fashion Group, in 2013, thought of starting an athleisure brand, they wanted to replace the sea of grey and black overpriced workout gear for women. They wanted to create quality, stylish and reasonably priced athleisure brand. They choose Kate Hudson as their partner for her approachable personality and her active lifestyle. Kate Hudson is involved in reviewing budgets, picking social media strategies, and in the design process working closely with the team for elevating the fresh stylish status.

 

Kate Hudson has been in the front to ensure there is clear communication. This has seen Fabletics upgrade their customer department and the company has proper inventory levels with the implementation of a new data system. This commitment to customer service and quality has led to the company rapid growth. Instead of going for it alone Kate Hudson partnered with the parent company TechStyle Fashion Group and benefited with funding, resources and its experience in the online fashion world. They share resources like marketing team, Facebook experts and design staff making 70% of Fabletics be a shared service.

The Life and Contributions of Irish Trade Unionist, Jim Larkin

James Larkin, also known as Jim, was an Irish Trade Unionist. Jim was born in Liverpool, England to Irish parents on the 21st of January 1876. He received minimal formal education and did a variety of casual jobs. He rose to become a foreman at the Liverpool docks, and he developed a determination to fight for better working conditions.

Jim enrolled at the National Union of Dock Labourers (NUDL). In 1905, Jim became a full-time trade union organizer. However, in 1907, Jim got a transfer to Dublin because apparently, his militant strike action methods alarmed the NUDL.

Jim then decided to form the Irish Transport and General Workers’ Union (ITGWU) to bring all Irish workers together, whether skilled or unskilled. Under his leadership, ITGWU’s program demanded that workers do only eight hours work a day, employment for all and pensions for those over 60 years.

In 1912, together with James Connolly, Jim founded the Irish Labor Party. Through the party, he led a chain of strikes to push for the party’s agenda. Notable is the 1913 Dublin Lockout where more than a hundred thousand workers downed their tools for over half a year, eventually getting fair employment conditions.

Though he never used violence in his strikes, the press was against Larkin’s methods which included sympathetic strikes and boycott of goods. He still had support from people like Constance Markievicz and Patrick Pearse. Larkin also led anti-war demonstrations at the onset of the World War I.

In 1914 he toured the USA to raise funds for his union activities. In America, he joined the Industrial Workers of the World and the Socialist Party of America. While Jim was still in the US, the Easter Rising of 1916 occurred in Ireland. In 1918, Jim founded the James Connolly Socialist Club in New York in remembrance of Connolly who died in the Easter Rising.

In 1920, Jim got arrested and detained on criminal anarchy and communism charges. He was released in 1924 and deported back to Ireland where he founded the Workers’ Union of Ireland and gained recognition from the Communist International.

He also joined the Irish Labor Party and continued his work as a trade unionist until his death on 30, January 1947.