The purchasing decisions of most consumers are influenced by the power of the crowd. Consumers now look to online reviews and recommendations in making buying decisions. Brands are becoming aware of this mental shift in consumer behavior and the savvy ones are capitalizing on this with marketing strategies that shape consumers reviews.
One of those successful brands is Fabletics. This brand has been able to rake in over $235 million in revenue and more than a million paying members by embracing user reviews and making use of the power of the crowd.
Why is this important for brands?
Most people in the world are connected to the internet these days, and increasingly majority live digital lives, which includes things like making purchasing decisions online. People are becoming used to researching a product or business and whatever information they find online influences the purchase of that product. One of the reasons for this is the lack of trust in traditional marketing and advertising. Consumers feel most brands tend to exaggerate the value and usefulness of their products. This is why a consumer will prefer a feedback from someone who has used the product, and this is why smart brands must understand this thinking to leverage it. There’s also a frequent use of this method of making purchasing decisions by consumers, according to a recent BrightLocal study. It says over half of its surveyed customers researched a business at least once a month; this is a 23% year-on-year increase. L2 research also stated that 76% of top consumer brands now feature user reviews on their website to influence purchase decisions.
Primarily, when brands are able to generate authentic and genuine reviews, it boosts their bottom lines. It can help them rank higher in search engines, grab more customers, which ultimately results in more revenue. As a business and advertising strategy, introducing reviews into product offerings can help earn repeat and loyal customers. This is what TechStyle Fashion Group and Fabletics have done to increase their number of repeat customers, by addressing and incorporating user reviews into policies and product offerings. Fabletics is known to be obsessed with its clients, so much so that it now actively collects, manages and responds to thousands of online customer reviews. This approach of gathering data has been essential to the growth of the business.
Kate Hudson, the famous actor, has been most heavily involved in Fabletics to achieve the incredible success the company has recorded. From reviewing budgets or picking a social media strategy, Kate has got her hands directly involved in daily affairs of the business.
Kate has spoken about how she loves her work and how she’s proud of the things she’s been able to achieve while running the business.
Fabletics has a strong sense of diversity and personality. Their Lifestyle Quiz tells you what Fabletics gear adapts the best to your different personality. It is important to stand out from the crowd, and this is the main philosophy behind the many types of gears, colors, and outfits provided by Kate Hudson’s brand.