Fabletics is a brand that continues to grow and expand every year since its founding in 2013. One of the reasons why the athleisure company proliferates is the leadership realizing the power of the crowd. Consumers are now making their final purchases based on crowd-sourced reviews. Majority of them are researching businesses to understand a brand better. Customers are trusting online reviews, and the trend now is what the consumers say a brand is, and not what a company says it is.
How Is Fabletics Capitalizing on Online Reviews?
The company has over one Million paying members and more than $235M in revenue, and this success is attributed to positive user reviews. It understands that there are power, safety, and trust in feedbacks and opinions of the crowd. Fabletics is using the reviews as a marketing strategy by addressing and incorporating the reviews into product offerings and policies. The company collects, manages and responds to thousands of customer reviews.
Benefits of crowd reviews
- Drives customer purchases
- Leads to improved loyalty
- Enhance customer retention
- Forces a company to be customer focused
The leadership of Fabletics also appreciates the fact that authentic reviews from e-tail sites and review sites lead to improved search ranking. This, in turn, captures more customers and improves a company’s revenue. The consumers are valuing reviews more than the pricing of a product. Fabletics believes that improvement of people’s lives involves knowing what they want and listening to their circumstances and tastes.
Kate Hudson Achievements in Fabletics
Fabletics is a stylish, affordable and high-quality athleisure brand that seeks to empower and inspire women. It is all-inclusive meaning that it is for women of all ages, shapes, and sizes. Hudson has an active lifestyle making her the perfect partner of TechStyle cofounders, Don Ressler and Adam Goldenberg. Her efforts have led the company to be a multi-million brand.
What Strategies Has Hudson Embraced?
She has successful collaborations with celebrities such as Demi Lovato who have nothing but praise for the brand. Such public endorsements are useful strategies for boosting business. The growth of Fabletics can also be attributed to its partnership with its parent company (TechStyle,) and sharing some of the resources, thus cutting cost. Since the inception of the brand, Hudson continues to be involved in budget reviewing, picking social media strategies and in the design process. Her active involvement keeps her abreast in knowing which clothes are selling and which are not and also in ensuring that styles stay fresh.
Fabletics believes in quality, and they would rather delay the launch of a gear if the quality is not up to standard. Another strategy that Hudson embraces is clear communication, which saw her upgrade the customer service department. The efforts paid off, and within one and a half years the brand got a top rating from Better Business Bureau. The company has a data-driven approach to business making them know the type of product to design and also the quantity to produce. Consumers are invited to try the Lifestyle Quiz so that they can know the Fabletics gear that is suitable for them. The customer responses allow the brand to match the client with their perfect outfit and to streamline production schedule.