How Fabletics Successfully Leverages the Power of the Crowd

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.

The Branding Master and Self-Made Billionaire; Christopher Burch

Christopher Burch is an entrepreneur and active investor with a diverse business background which enables him to venture in a variety of industries. He is an alumnus of Itchia College starting his career still as an undergraduate. Chris has more than 40 years working for more than 50 companies both International and domestic. The experience he has in branding has made him use imagination and creativity to create more brands which have a greater impact on the consumers. Chris is the founder and CEO of Burch-creative Capital and also the co-founder of Luxury Fashion Company.

 

The Nihiwitu Resort

 

According to news from Business Insider, Chris partnered with Hotelier James McBride buying a beach hostel at interior part of Indonesia Island of Sumba and later renovated it to a Five Star Hotel. Although according to an interview, Chris says he bought the resort for his children and to help the community without thinking it will grow to the best travel and luxury resort in the world.

 

The Adventures in Nihiwitu Resort

 

Nihiwitu is one of the best luxurious hotels in the remote Indonesia Island on the west coast of Sumba. The Resort stands as the leading employer in the area with the management preserving some profits for funding the Sumba Foundation one of the community’s project.

The Resort has fantastic constructions with tree houses in it, pools entertaining areas and also beaches within it. They have also embraced the Sumba art displaying their traditional Sumbanese antiques, Ikat prints and local woods which also act as an attraction for the visitors. Nihiwitu cares about the wellness of their guests providing daily group yoga session and also private classes to the interested persons. You can also enjoy Surf lessons, waterfalls swimming and rock jumping, Horseback riding, and beaches in Nihiwitu Resort

 

Christopher’s Established Brands

 

Chris has established several brands from his long years’ experience in entrepreneurship. He has understood well the behavior of the customers and tried to connect to them in his brands to the market. The brands include; Nihiwitu Resort, Burch Creative Capital Brand, Poppin, Jawbone AND Voss water, TRADEMARK and Cocoon9 brand.

 

Chris Burch on Forbes

 

Forbes magazine reports the billionaire investor having sold off his 28% share investment in the fashion company now controlled by the wife. The proceeds from that solo sale hit $650 million. As of 2014, his wealth has soared to clock the magical $1B mark. Mr. Burch is 64 year old.