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.

Tech Fashions to Expect in the Future

For ages, both fashion and technology have experienced a lot of changes. One thing for those years have remained constant, though, they grow together. One can say they depend on each other with technology becoming fashionable and fashion becoming technologically fashionable.


Marrying Technology with Fashion


Looking at the past and the present of these two fields, one can quickly determine what to expect in future. For instance, designers are already diving in the technology field to find new ways to make fashion more intriguing.


According to Dutch designer, Anouk Wipprecht, technology is like a field which when you dive into, you are overwhelmed with the variety of ideas. She has taken advantage of this to come up with some interesting designs including self-painting dress, drink-making dress, and DareDroid and Pseudomorphs.


Applying Technology to Create Protective Fashion


Other designers have invested in technology to build fashion designs that can protect us. Kevin Cannon and Ashwin Rajan, for example, have created a system to help the firefighters. They can use the protector to communicate important signs such as when to leave the premises or tell the residents everything is okay.


Anna Haupt and Terese Alstin understood how much people hate wearing bike helmets. They came up with a system that can be worn around the neck, and the airbag only opens once you get a head impact. Unlike the helmet which causes a blur in vision, this new design has a clear view when not open.


Dependence on Each Other


Both technology and fashion depend on each for growth and popularity. For instance, when the Google Specs were launched they were not popular. To a tech geek, they were intriguing, but for a regular person, they weren’t. Wearing glasses is associated with stigma plus there are people who wouldn’t like technology that wears glasses.


All it took is one fashion walk to change people’s perspective on wearing the glasses. A fashion designer, Diane Von Furstenberg had her models wear glasses on a fashion walk and immediately they were accepted. This is a clear indication that technology can use style to gain popularity.


In most instances, growth in technology is determined by what people consider fashionable. If designers can, therefore, apply technology to make new designs, technology can realize a lot of growth.


Fashion, on the other hand, needs technology too. Soledad Martin, for instance, is working on a model that will change kinetic energy to electrical energy. The energy which will be tapped in shoes will allow you charge your cell phone when walking on running.


About Chris Burch

Chris Burch has over 40 years’ experience as an entrepreneur and investor. He is the founder and CEO of Burch Creative Capital. He has combined customer understanding and expertise in the field to create a substantial impact.


Through his career life, Chris has helped over 50 companies rise on their feet. His business has diversified in different areas with the most current being lifestyle and consumer products.