Fabletics, the fitness wear brand from Kate Hudson, has written the success story with technology and power of the crowd. The brand was considered to be the early identifiers of the power of the crowd and looked for ways to leverage from the reviews of customers. Interestingly, all the major brands are making a shift in their marketing plan, by understanding the consumer behavior, to a review-centric approach. Fabletics started this approach since it founded in the year 2013. It grew significantly over 200% during the course of time, and it currently boasts on a revenue of $235 million. Interestingly, the major contributor to this large success is none other than the review-centric approach of the brand.
The active wear brand understands that customer reviews have the power to ensure increased customer acquisition, customer retention, and improve loyalty or LTV. It is found that the customers are more focused on various aspects of the products, and they see reviews as an important source of information for their decision-making process. It should be noted that a recent study revealed at least 84% of the consumers believe online reviews quite similar to a personal recommendation. Also, more than 50% of the people research out regarding a business at least once in a month. Interestingly, more than 50% of people confirmed that they read reviews regularly.
It is now concluded that authentic and genuine reviews help the brands to grow business with improved search rankings, more sales, more revenue, etc. Both Fabletics and its parent brand, TechStyle, have identified that reviews can also drive valuable repeat customers. This is the reason, Fabletics work hard to collect, respond, and manage the online customer reviews. It should be noted that the brand has more than 30,000 reviews on the leading independent review platform, Trustpilot. Interestingly, at least 85% of the business of brand comes from repeat customers, and almost 17% of the new customers are coming through referrals from existing customers. The brand is on a mission to add more channels for reviews to expand the power of crowd further.
Interestingly, the brand is on its way to add more star power and already partnered with Demi Lovato to introduce her fashion brand under Fabletics. Lovato expressed a positive outlook about the brand and confirmed that she is excited to join hands with the active wear brand. It should be noted that the firm was founded by Don Ressler and Adam Goldenberg, the founders of TechStyle Fashion, by joining hands with Kate Hudson. Kate actively took part in the evolving of the brand. She took care of social media strategy, designing process, sales numbers, and more.
Though they faced few bitter experiences initially, Kate rose to the occasion and identified that the communication is the key. The brand upgraded the customer service and implemented new data system. That gave a bounce back of the brand in the market. It clearly utilized the technology and data-driven approach. The firm collects personalized preferences from the customers and provides outfits of their choice. The Lifestyle Quiz that each customer has to fill while registering with its subscription process gives insights about customers’ choices to the brand. Fabletics encourages people to fill out its Lifestyle Quiz to get their personalized outfits.
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