Fabletics: Success Through Embracing The Power Of The Crowd
Fabletics is a very successful brand. Part of the reason for their meteoritic rise has been because they understand there is power in the opinion of the crowd and they know how to leverage that power. Most modern consumers increasingly base their purchasing decisions on online reviews. Fabletics has been able to integrate consumer reviews into their marketing efforts and capitalize on crowd power. The company also listens to and communicates with the countless consumers that post online comments on the brand and its products.
The modern consumer no longer trusts traditional marketing. They have much more faith in the opinions of fellow consumers. Savvy brands like Fabletics are capitalizing on this new consumer behavior to drive customer acquisition with review-centric marketing strategies. This has helped the company gain over a million paying members, grow over 200% and generate more than $235 million since its launch in 2013. Embracing user reviews has also helped with customer retention. The Fabletics team understands the significance of online reviews on consumers’ decision-making process and leverages it.
A majority of consumers regularly research companies online before doing business with them. Most say negative reviews drive them away from companies while positive reviews attract them to certain brands. Savvy brands like Fabletics realize their online reputation is very impactful and 70% of them have increased the number of user reviews on their websites. Visitors to the sites seem more interested in the reviews that in price comparisons. Great, authentic reviews can improve search ranking, attract more customers and generate more revenue. It shows the great power the crowd wields.
Kate Hudson and the team at Fabletics incorporate and address user reviews in both their policies and their product offerings. The company responds to, collects and manages tens of thousands of customer reviews. Although Kate Hudson doesn’t have a business background, she understands the importance of pleasing the customer. She ensures Fabletics products meet the consumers’ expressed desire for stylish, affordable, comfortable, versatile clothing and accessories. The experienced staff behind Fabletics value and rely on repeat customers to drive sales and attract new customers through their reviews and referrals.
Kate Hudson’s authenticity, athletic beauty and commitment to empowering women of all shapes and sizes has helped to attract millions of subscribers. Fabletics uses information gathered from these consumers online to refine their products and decide what styles will be offered for sale online and in their stores. Although Kate Hudson remains an actress first and foremost, her work with Fabletics has given her a deeper understanding of the economic boost consumer reviews and the power of the crowd provide. It has taught her how to use information from review sites like Yelp and Trustpilot to make Fabletics more customer focused and responsive.
Smart business people know that consumers’ opinions define any brand. Fabletics is run based on data gleaned from their customers direct opinions. The customers tell them what they want and like and by listening to them Kate Hudson and Fabletics have been wildly successful.
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