Consumer purchases depend on “the power of the crowd”. Modern day customers rely on crowd-sourced reviews to make purchases and completely rely on the reviews as they would a recommendation from a person they know. Many savvy brands have exploited this consumer behavior by developing review-centric marketing tactics. Fabletics is among the brands that have embraced the strength of crowd sourced reviews. Since it was established in 2013, Fabletics has grown by over 200% with a revenue of over $235 million and over a million paying members. Corporate Marketing Officer of Tech Style Fashion Group, Shawn Gold, attributes most of the success of the brand to embracing user reviews. Fabletics exploited the power of customer reviews to foster its growth. Consumer reviews are capable of increasing improved loyalty, customer retention for brands, and customer acquisition.
The Effect of Customer Reviews
According to a study by BrightLocal, 84% of people rely on online reviews in equal measure to their reliance on personal recommendations from people they know. The CEO and founder of Trustpilot argue that people no longer trust traditional advertising and marketing like they used to. Customers prefer to trust the feedback and opinions of the crowd.
A similar study found that many customers research on a business and read the reviews of other customers. A huge percentage of customers are turned down by negative reviews which means that a business’ reputation is among the most effective customer considerations.
Due to the power of customer reviews, many consumer brands include a user review feature on their product pages and website to attract purchases. Since 2014, there has been an increase in the brands that use reviews on their sites. A study by Vibes found that a majority of the searches for reviews are conducted to gather information about a product rather than to compare the pricing of products.
How Kate Hudson Joined Fabletics
Fabletics became prominent after Don Ressler and Adam Goldenberg, managers of “Tech Style Fashion Group” came up with an idea of forming an athleisure brand. At this time, the industry had no affordable and stylish athleisure brand. Ressler and Goldenberg were determined to change the fashion sector and sold their idea to Kate Hudson.
Gregg Throgmartin of Fabletics states that Kate was a perfect representation of the future of Fabletics. The merger between Tech Style and Fabletics helped the firm experience significant growth. Kate was now in business with a company that had the financial muscle, the industry experience, and the resources. To determine which product is suited for you, try out the lifestyle quiz on the fabletics website, believe it or not, you will come to find that there is always something for everyone.