Fabletics Uses the Reviews to Continue Achieving Great Success
Today consumers go online to do their research their research they can buy a given product. The customers rely on reviews from other people who have previously purchased the products they are looking to purchase. The world of marketing is now almost solely dependent on reviews. Successful brand s are now changing their marketing approach to capitalize on this shift. Fabletics is one such one savvy brand that was launched in 2013. Since the inception, the brand has grown by more than 200% accumulating about $235million in revenue.
According to Shawn Gold who is the corporate marketing officer of textile fashion group which is the parent company of fabletics said that the success that fabletics have achieved is thanks to the use of online review. Fabletics has fully leveraged the power of the crowd by observing, listening and giving the consumers what they want while maintaining quality and affordability. When you utilize the power of the crowd wisely, you get to attract new customers, retain the existing customer and end up improving the customer loyalty.
According to a recent survey that was carried out by BrightLocal, 84% of consumers trust online reviews the same way they trust a personal recommendation from a friend or a family member. The number of people who trust online reviews has continued to increase every year that survey is conducted. As many people continue to go digital, this trend is going to keep rising. Traditional marketing techniques have lost their place. Consumers don’t trust them anymore.
60% of consumers indicated that negative reviews are an indicator that one should not buy from that particular brand. The number of companies allowing reviews on their websites has increased by over 705 since 2014. Customer reviews have increased dramatically. A Recent study from Vibes has shown that customers visit online stores to read reviews more than they go online to compare prices. This indicates that customer’s decisions are more influenced by reviews more than price.
Good review translates to better revenue since you will sell more. With higher income as a brand, you have great power and influence in your industry. A genuine review also improves the search rankings and drive more customers to a given brand. You will get loyal customers. Crowdsourcing benefits Fabletics by making the brand full honest and focused on customers. Fabletics relies on data and customer empathy when making their business decisions.
Fabletics has risen to a million dollar company in just three years. The brand has been endorsed by artist such as Demi Lovato. According to him, Fabletics is a unique Athleisure brand that empowers women to be the best version of themselves. The brand does not discriminate women based on their size or shape. All ladies are encouraged to take Lifestyle Quiz from fabletics website to find out the right attires for them
In 2013, the founders of Textile Fashion group decided to bring in Kate Hudson to be the face of their Athleisure brand. Fabletics set out to provide colorful workout gears for women at affordable prices. Due to Kate’s active lifestyle and an approachable personality, she was the right person for this role. Since then. Kate has been very involved in the design process of the athleisure brand, ensuring that the quality is right. She also looks at the marketing department to better their sales.