How Fabletics is using the Power of the Crowd

Consumers can either make or break a business, and the success of any company squarely lies in its approach to consumers especially the dynamic nature of their spending habits. While traditional forms of marketing such as advertising enticed consumers to spend their hard-earned cash on a product/service some few years ago, modern consumers are unmoved by adverting or any other form of traditional marketing. In fact, Digital Age consumers are skeptical of conventional forms of marketing.


The advent of the internet provided consumers with a new method of gauging products/services. They crowdsource reviews regarding whatever they want to purchase. The nature of reviews on a product/service then determine whether a modern consumer will consider it or not. Experts refer to the new consumer behavior as the “Power of the Crowd.” Modern companies including Fabletics are responding to the consumer behavior with “Review-Centric” marketing strategies.


Fabletics, an activewear company, joined the fashion industry in 2013. The athleisure company was founded by Kate Hudson, Adam Goldenberg, and Don Ressler. However, a look at Fabletics three years down the line reveals that the company has output impressive performance, and it is on its way to dethroning some of the leading brands in the activewear business. And it is not because Kate is a famous actress or the fact Ressler and Goldenberg are experienced business-minded people with in-depth knowledge of the fashion industry owing to their involvement with TechStyle Fashion Group. The success is merely the result of understanding the Information Age consumers and adopting a marketing strategy that resonates well with them: review-centric.


How does Fabletics implement a review-centric marketing approach? It seems that the initial step to successfully using the approach is establishing an unbeatable online presence. Studies reveal that consumers search for products online and the easier they find a company, the better. Fabletics’ online presence through its website,, and numerous blogs is enviable. A simple search for an athleisure clothing reveals that Fabletics is among the top companies displayed by search engines (e.g., Google).


Closely related to the displayed results is the nature of reviews on the company or the products/services offered by the business. Fabletics’ activewear clothing being superior, stylish, and reasonably priced receive overwhelmingly positive reviews. Kate is one of the clients that review the company’s activewear clothing. Every month, she reviews specific Fabletics’ products, her reviews tend to be trusted by many clients as she is a public figure. Studies reveal that consumers trust reviews as they would trust product/service recommendation from someone they know.


About Kate Hudson


Kate, 38, rose to fame in the start of the century because of her captivating role in the movie “Almost Famous.’’ Since then, she has developed a successful career in Hollywood. Now, she is no longer just an actress but also an entrepreneur.


Ressler and Goldenberg partnered with Kate because her athletic physique is enough testimony that she leads an active lifestyle. Kate is passionate about empowering women to lead active lifestyles, and Fabletics perfectly conform to her goals. Her partners describe her as a hands-on business-minded individual.

Wolfe Standing Strong After Attempts Made to Buy Bumble

Whitney Wolfe is quickly making a name for herself. When people think of influential women, they think of Wolfe. That’s because she’s become a pioneer for women everywhere. Wolfe is the founder and CEO of a popular app called Bumble. Bumble is the latest in a long line of online dating apps. That’s because online dating has basically become the way of the future. It’s perfect for those who are too busy or too shy to try and meet people face to face. Wolfe has found a way to set Bumble apart from the rest.

Women call all the shots in Bumble. They are the ones who get to decide who they want to match with, who they want to chat with, and who they ultimately want to meet up with . This is different from all of the other apps where either men make the decision or it’s a 50/50 decision.

Bumble works by letting users sign up through Facebook, create a profile, and browse singles nearby. Many women shy away from online dating app creating because they fear for their safety. Wolfe has changed all that with her app. Women can only be contacted by those they feel comfortable with. It seems that Wolfe is gaining a lot of attention for her smart thinking when crafting an app.

According to Forbes, Match Group interested in buying her app with a pretty little price tag attached to it. They allegedly offered her $450 million for the app. Wolfe declined. That’s because Match Group owns the other popular dating apps such as Tinder, Match, and OKCupid. Nothing has been confirmed on the proposed deal yet but one source says that this deal was made to undermine Bumble. If Wolfe agreed it would also mean that she’d be working for the company that she tried to sue a few years back.

It doesn’t look like the deal will be happening though and that’s great for women who are into online dating. They come to Bumble because they like to feel safe and they like to have the ball in their court.

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