In today’s crowded marketplace, brands have to be crafty in order to get and maintain customers. Fabletics and other savvy brands seem to understand the impact that the power of the crowd has on the purchasing decision of an average consumer. This is the reason why they are leveraging crowd power in a bid to improve the image they create in consumers’ minds as well as improve their sales. A large number of modern consumers are relying on reviews sourced from crowds of people to make up their minds on whether to buy a certain product or not. The modern consumer believes these reviews just as they would trust those from familiar sources. Savvy brands like Fabletics have embarked on exploiting this information to increase the popularity of their products and brand.
Leveraging crowd-power is highly rewarding going by the look of things at Fabletics. The company’s annual revenue grew by 200% and its paying membership surpassed the one million mark ever since its launch back in 2013. These huge achievements have been attributed to the brand effectively using consumer reviews. The brand’s use of positive user reviews has helped it increase customer purchases, customer retention and enhanced brand loyalty. A large number of consumers today take time to read the various online reviews available before they make purchases. Most consumers believe in crowd power than conventional marketing.
A good number of consumers read the reviews on a regular basis to check if there is any useful information whether positive or negative regarding a brand they are interested in. The information they get is crucial as their buying decisions hinges on it. Fabletics and a number of other successful brands have embraced the inclusion of crowd-sourced reviews in place of prices on their websites. Reviews are more important in today’s market than the price as they are more genuine and authentic leading to increased revenues by companies such as Fabletics. These reviews also offer better customer acquisition investment as well as improve their search ranking.
Brand and Product Improvement
At Fabletics, most sales involve repeat customers or those referred to the brand via referrals. This explains the reason why Fabletics responds to online consumer reviews in a bid to fine tune their brand and products. Fabletics uses information from these crowd-sourced reviews to refine its brand and products. This has made the company become more focused on its customers and more transparent in its dealings with them.
Kate Hudson’s Take on Fabletics
Despite Kate Hudson being an actress without any business background, she has been deeply involved with the company’s development and growth. She got involved with the operations of the company from the word go. She is involved in its designs and styles and understands the hot selling products and those doing bad.
Kate Hudson has assisted the company find a footing in the athleisure market by ensuring its products are of a high quality but at unbelievably low prices. She ensured that the company maintains an open communication with its customers at all times. Fabletics encourages its visitors to undertake a lifestyle quiz in order to find out the best Fabletics gear for them.