Fabletics has been growing at a tremendous rate, and the growth is enviable by all standards. Savvy brands like Fabletics are making a considerable use of the change in the purchasing decisions of most consumers. Consumers are gradually becoming influenced by what we call the power of the crowd. This reality is because consumers can now check out online reviews and recommendations before making purchasing decisions. Most brands are adapting to these changes in the mental shift in consumer thinking, but majorly the savvy ones like Fabletics are using online marketing strategies that focus on consumer reviews.
Over a few years, Fabletics has been able to gross over $235 million in revenue. They have also been able to acquire over a million paying members, just by embracing user reviews and making adequate use of this new phenomenon called the power of the crowd.
The Internet is one dominant force that is creating these new habits in purchasing decisions. The majority have smartphones and are connected to the internet, and this is making people live digital lives, which involves also making buying decisions online. People now research/check-up a product or business online to get peer reviews and mostly act on this information to purchase a product. This is becoming this way because of the lack of faith in the traditional method of marketing and advertising. The conventional techniques are distrusted due to the fact that brands tend to over-exaggerate the usefulness and value of these products. So it is preferable for a consumer to get an independent opinion from someone who has used the product already. Savvy brands must understand this new way of consumer thinking to leverage it.
This is far from just an opinion but backed by adequate research. According to a BrightLocal study, over half of the customers surveyed researched a business or product at least once a month – and it’s a 23% increase year-on-year. Another research by L2 also found out that over 76% of top consumer brands now add a feature/tab for user reviews on their website and landing pages in order to influence purchasing decisions.
When brands can show genuine reviews on its website or blog, it boosts their bottom lines. It can also help businesses rank higher on search engines, which would lead to acquiring more traffic, and ultimately result in more conversion and revenue.
This strategy is precisely what TechStyle Fashion Group and Fabletics have deployed to increase the number of repeat customers. They have incorporated user reviews into the company policies and its product offerings. Fabletics actively collects, manages and responds to thousands of online customer reviews, making them a customer-centric company. These data gathered from its website has been pivotal to the growth of Fabletics.
The famous actor, Kate Hudson, has been creatively and administratively involved in Fabletics to help them achieve incredible success. Kate has helped in reviews of budgets, and also in picking a social media strategy sometimes. Kate, generally, is involved in most of the day-to-day affairs of the business.
One wonders how she copes with her work with the company and acting, but Kate has spoken about how much she loves her work, and how proud she is of her achievements while at the helm of the business.
If you like what Fabletics stand for and the variety of their apparels, you can take a Lifestyle Quiz and find out what Fabletics gear is the best for you and works better with your personality.