Competition among businesses offering consumer brands is at an all-time high. Companies are engaged in cut-throat competition for customers. Some companies such as Kate Hudson’s Fabletics have embraced ingenious marketing strategies to increase their sales. Consumers no longer trust traditional marketing techniques, but they rely on reviews about a product made by other customers who have purchased the product. In light of this new consumer trend, companies are shifting to review-centric marketing, also known as the crowd.
The internet has revolutionized marketing. Many companies use the internet to reach their customers. They are various ways a company can market itself on the internet, but marketing experts agree one fact: review centric approach is among the most effective internet marketing strategies. With that said, businesses have the task of ensuring that reviews on their products are positive and that their presence on the web is high-reaching. Kate Hudson’s Fabletics has a website that customers can view various products and shop. The presence of Kate Hudson on Fabletics’ website as one of the models marketing Fabletics’ product is a form of product review to many consumers. Kate is an iconic actress admired by both genders; she a prominent person and if she uses the company’s products, then the products must be of high standard.
How has review-centric marketing worked for Fabletics? Fabletics was founded in 2013 by Kate Hudson, Don Ressler, and Adam Goldenberg. As at present, the company is soaring. Its revenues, growth, and paying members have increased markedly. For instance, the number of paying members present on the company’s membership list has crossed over a million mark, its revenues have surpassed $235 million, and its expansion is stated at 200%.
Reviews are important to consumers and companies alike. Positive reviews for a business increase sales, improve customer loyalty and increase customer retention. Research firm L2 indicates that 76% of companies, Fabletics included, embed user reviews on their websites. The same study suggested that businesses that feature reviews on their websites have grown by over 70% since 2014. For customers, reviews bear all the information that they need to make a purchase or decline. According to a BrightLocal study, 84% of buyers trust online reviews. Smart brands such as Fabletics have understood the power of reviews, and they leverage it.
Kate is a renowned actor. Apart from being the co-founder of Fabletics, she has engaged in numerous promotion drives to promote the products offered by her company. Last year, Kate hosted an event that encouraged the collaboration of Fabletics with Demi Lovato. Demi Lovato is a prominent figure and is likely to boost the reputation of the company. Kate has been involved in running some of the operations of the enterprise, for example, she participates in the design of Fabletics activewear.
Kate’s demeanor has been lauded by many people including Fabletics president, Gregg Throgmartin. Throgmartin describes Kate as approachable and with an active lifestyle. The president goes on to describe Kate as one who follows a course only if she believes in it.