Modern businesses have to do with complicated consumers. Buyers who are skeptic of the traditional forms of marketing and advertising. The advent of the internet has made things worse for businesses who are shy of innovations. Fabletics, Kate Hudson’s brain child, has been receptive to the changes emanating from the marketing world. Fabletics has successfully adopted the power of the crowd marketing strategy, and it is looking great for the company.
The power of the crowd involves consumers actively looking for crowd-sourced reviews about a product, and bypassing other forms of promotion about the same product. Buyers are increasingly trusting the reviews they read about a product. According to some buyers, reviews are the equivalent of personal recommendation from someone they trust. Many brands, Fabletics included have embraced review-centric marketing strategies.
Fabletics has a lot to show for shifting its marketing strategies to user reviews. Since its launch four years ago, the company has witnessed a tremendous growth exceeding 200% and over $235 million in income. Fabletics has also increased its number of paying members by over one million. Marketing experts such as Shawn Gold of TechStyle Fashion Group, have attributed the unprecedented growth rightly to user reviews, also known as crowd. Consumer reviews have been associated with increased sales, repeat purchases, and customer retention by brands regardless of the industry.
Technology in the form of the internet is revolutionizing marketing. Many consumers have access to the web where they search for businesses and reviews about products. Fabletics has capitalized on this information, the company has a functioning website, fabletics.com, to increase its online presence. Kate Hudson, on a monthly basis, reviews some of the products sold by the company. Kate Hudson is a public figure and has been helpful in creating honest reviews. Studies have proven that consumers trust online reviews and they research businesses online. In response to customers, 76% of leading consumer companies, according to research firm L2, have embedded reviews from consumers on their websites to increase purchases. Customers tend to value reviews more than price tags on items. If a product is cheaper when compared to other related products but its reviews are negative, customers tend to ignore such products.
The type of reviews that a company receives have consequences on the online presence of that company. Positive reviews improve the ease of finding a company using a search engine. Brands should aim to improve their online presence by appearing in Google’s local 3-Pack among other important Google rankings. The bottom line: reviews drive sales and sales result in profits.
Fabletics was founded in 2013. The founders, Don Ressler, Adam Goldenberg, and Kate Hudson are passionate about offering stylish and high-quality activewear at reasonable costs. The company offers a broad range of products, a consumer wishing to purchase any of their products should take a lifestyle quiz, provided by the company, to find out which Fabletics gear is best for them. Kate Hudson has played an active role in the business to ensure that Fabletics is successful.