The power of crowd plays an important role when it comes to consumer purchase. Today most of the customers are relying on crowd-sourced reviews before making their final purchase. They trust the reviews at the same level as they trust personal recommendations from family and friends. A savvy brand is one company that is capitalizing on the consumer’s behaviors about reviews centric marketing strategies.
Fabletics is a brand that is relying heavily on review-centric marketing strategies. The company started in 2013, and over the years it has grown with a tune of more than 200% and has gross revenue of $ 235 million, and it also has a significant size of one million paying members. The TechStyle Fashion Group Corporate Marketing Officer parent company of Fabletics Shawn gold believes that the brand success is due to positive reviews. Fabletics power to leveraging such rapid growth is due to the prominence of reviews by the today’s customer journey. Consumer’s reviews have a direct ability to increase their customer acquisition, customer retention and improved loyalty for the brand.
Today’s consumers live a digitalized, and an online review plays a significant role in decision-making process. Most of the people are known to read reviews, research on the company online before making any move. Crowdsourcing determines their purchasing power and decision. According to recent studies by BrightLocal, almost 84 % of consumers trust customers review represents online reviews and brand. Kate Hudson walks down the red carpet at Beverly hill hotel to brace the launch of Fabletics collection and collaboration with the superstar Demi Lovato.
Kate, one of the founders of Fabletics plays an active role in making the company successful. Within three and half years, Kate and her dedicated team started with little capital, and today the company is worth more than $250 million. This is quite impressive considering the actress had no business background. Kate Hudson joined a team of two Tech Style Fashion groups that needed a partner who was easy to approach and had an active lifestyle. Kate Hudson took the partnership quite actively from the first day, and she plays a significant role in social media strategy and reviewing budgets. Additionally, she works closely with the designer team to come with styles that stay fresh. She also keeps a tab on the weekly sales monitoring which clothes are more marketable in the fashion industry.
Kate was the mastermind of clearing communication, and she helped upgrade their customer service department. She advised implementing new data systems that make a proper inventory level. After the upgrades, Fabletics has rapidly grown its rating due to improved customer satisfaction score and better business bureau. They use customers respond to their product as a way of knowing the quantity of the product, the best inventory, and designs by collecting data from multiple points and, matching the customers with the perfect outfit.
The Lifestyle Quiz is one method that ensures the Fabletics customers get to know the best outfit designed to fit the occasion and bring out their best look.