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.