Fabletics, Enhancing Brand through Customer Reviews
Consumer purchases are in one way or another swayed by the power of the crowd. As much as a personal recommendation is important, customers would easily prefer a product with crowd-sourced reviews to determine whether or not to make the final purchase. With this scheme in place, many brands are focusing on review-centric marketing techniques to consumer behavior. Fabletics, a renowned women sportswear brand has consistently directed its operations to fit the crowd’s needs, consequently showcasing a 200% growth and making up to 235 million in revenue while still hosting over a million paying members. Fabletics’ parent company, the TechStyle Fashion Group, supports the company’s initiative of embracing the importance of user reviews to steer their success.
Consumer reviews not only have the ability to primarily increase customer acquisition but also increases the chances of customers retaining brands, therefore, improving loyalty. In the current markets, most consumers directly rely on digital platforms. Thus, online reviews play a significant role in determining the direction of their final decisions. It is more likely that an individual would first consider researching businesses before making a purchase. If the product has massive reviews, this equates to a positive crowd-sourcing and therefore stands a better chance of attracting customers. Statistically, BrightLocal study managed to conduct a survey and found out that 84% of people rely on online reviews the same way they would trust a personal recommendation from a trusted source.
It is clear that traditional advertising and marketing is not a reliable method of luring customers to products. The fact that trust is an all-time factor directly equates to the safety and power of feedback from the crowd. Fabletics among other smart brands that have embraced and leveraged this system has not lived to regret that move. Over 50% of customers go over a business online at least once a month. 60% of them openly confess that negative reviews are a direct turn-off and they would not have second thoughts about not trusting the business. This means that a business’ reputation has a great impact on a customer’s consideration. Therefore, we can state that great reviews are great power.
On a recent event, various celebrities and Hollywood stars are seen gracing the Beverly Hills Hotel, to celebrate Fabletics’ collaboration with Demi Lovato, a famous pop star. When Don Ressler and Adam Goldenberg decided to elevate their TechStyle Fashion Group, they had to spice up their initiative with creative hands. Kate Hudson was their ultimate choice, thanks to her outgoing personality and approachable nature. After joining Fabletics, Kate has been heavily involved in pushing for the success of the brand. She enthusiastically took charge of creating a perfect image for the brand, one of which involved finding a social media strategy.
Kate Hudson was aware of the importance of being hands-on while keeping track of both budget reviews and sales numbers. She has also put much effort into the design process while working hand in hand with the team, making sure that all the styles are fresh and suitable for the market.