Normally the “power of the crowd” is one of the major determinants of consumer purchases. In the modern world today a customer may be influenced to buy something depending on the reviews of people who have bought that item before. A customer trusts earlier experience from someone who has had a previous experience. Also, the influence may come from reading reviews featured in articles and magazines about the product. This aspect of facts has led major global brands to shift their market strategies to increase purchases. One of the major brands which have started using this strategy is Fabletics.
Fabletics has grown exponentially since it was launched back in the year 2013. It is important to note that the company has grown by more than 200 percent and hitting over 235 million dollars in revenue. Under the leadership of Shawn Gold, TechStyle Fashion Group, the parent company of Fabletics, has its Corporate Marketing Officer as Shawn Gold, receives much credit for the growth due to embracing the use of reviews or even using the crowd as a market strategy. The rapid growth of Fabletics is majorly attributed to the company leveraging the prominence of reviews in the current customer journey.
This is so important since the reviews from customers and other people at large drives an increase of good purchases and also to a great extent makes the customer trust the brands they are purchasing. Moreover, it also improves the customer’s attachment to the brands, thus, increasing their loyalty and also their customer’s retention of the brands across many industries. In the modern world, most of the potential customers lead a digital life and are most likely to be searching for products online before they purchase them. They also get a chance to look at the reviews before they finally make the important decision of purchasing the products. This is commonly known as crowd-sourcing.
Kate Hudson who is an iconic actress and a mother of two children joined the athleisure industry from “Almost Famous.” Kate Hudson has been a major contributor to the company’s success since its founding. The founders of Fabletics, Don Ressler and Adam Goldenberg saw the need of a public figure in their business and Kate Hudson was the right choice.
She is very hardworking and was majorly involved from the first day mostly in the designing process of these outfits and so much more. Customers take the Fabletics Quiz to find out which gear is good for them, which means increasing customer satisfaction.