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, Fabletics.com, 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.