Fabletics is one of the brands that leverage the power of the crowd to attract more customers to its commodities. It has been realized that most customers rely on online reviews to make choices on what to buy. The consumer trusts these crowd resourced reviews just as much as recommendations from friends and family. Fabletics has grown by over 200% with revenue above $235 million and more than 1 million paying members. The growth is linked to the use of user reviews. It managed to achieve such a fantastic growth by taking advantage of the eminence of reviews in today’s world. The consumer reviews can affect the loyalty of the customers to the brand, increase customer acquisition and retention of the brands in all industries.
The consumers of this current generation are digitalized and consider online reviews as an important factor when making the decision. The consumers conduct online and internet research on companies and products before deciding to purchase. They also read online reviews to determine what is best for them. A study by BrightLocal showed that 84% of people believe in online reviews just the same way they trust a personal recommendation from a friend. Consumers no longer trust the traditional marketing and advertising ways as before. The people feel more secure and trust the opinions and feedback of the crowd. During the survey, half of the surveyed individuals said that they researched companies at list once in a month, half of them read reviews regularly, and about 60% said that negative reviews about a product could make them not to buy the product. The research found out that the company with the best reputation attracted more customers
than those with the poor reputation.
Research done by the L2feature firm showed that over 76% of top consumer brands relied on the user reviews to improve purchases. Since 2014, the number of brands making use of the user reviews has increased by over 70%. User reviews are responsible for the growth of the most business. A shopping study by vibes indicated that consumers value reviews over the pricing of a commodity. The more authentic and genuine the reviews are the more it attracts customers and the greater the growth. Fabletics have made use of this principle to ensure that it remains on the top. Fabletics have used positive reviews to increase their search ranking, increase revenue and retain valuable customers.
Kate Hudson has contributed immensely to the establishment of Fabletics, and she has helped to market the products, reviews budgets and choosing the social media strategy. She is a friendly person and is involved in an active lifestyle. She is also in charge of sales and monitors which clothes are selling in a weekly basis. Kate Hudson helps in designing the clothes and corporates with the team to ensure that the styles remain fresh and relevant in the market.
Despite facing negative criticism from social media and press, Kate Hudson remained steadfast and disappointed those who thought that the Fabletics membership model was a scam. She ensured that clear communication was prioritized. The company managed to be among the top rated companies just within 18 months by the Better Business Bureau. The satisfactory customer score also improved greatly.