Most of today’s most successful brands are focused on digital strategy to generate new customers and sales. Fabletics is a brand that is doing it right. Fabletics is relatively still a baby, founded in 2013. Yet, the company has skyrocketed to success and now boasts over one million members who receive monthly outfits from the athletic wear company. Fabletics uses a unique strategy of leveraging the power of the crowd to continue to grow its membership base through trusted online reviews.
What is the Power of the Crowd?
The power of the crowd is mainly focused around gaining crowd-sourced customer reviews. The majority of today’s consumers trust online reviews just as much as they trust reviews from friends. Additionally, consumers also look to online reviews before making even the smallest purchase decision. People trust these reviews because they come from real people who have already used a product or service. Looking at multiple positive (or negative) reviews rather than one endorsement helps generate trust in a brand or product.
Fabletics has perfectly honed the skill of leveraging the power of the crowd. The company has multiple places where people post reviews of their Fabletics outfits. These places include social media platforms and online review sites like Google. Additionally, when bloggers post about their athletic wear they open the article up for comments. This is another way people find Fabletics and determine they want to become members. The great thing about online reviews for Fabletics is that they often include a visual element. Members post pictures of themselves wearing their Fabletics outfits. A great review plus a picture is a great way to show the quality and style o Fabletics outfits.
The result has been phenomenal. Fabletics has grown 200% since its start and 650% from 2015 to 2016. These growth metrics are staggering for a company that has been around just a few short years. User reviews generate a great deal of trust and loyalty to a brand. This will also help keep new customers loyal, as they see the high volume of other people that are also pleased with Fabletics offerings.
User reviews aren’t just great to generate trust with a brand. Having a great deal of positive user reviews also helps brands rank higher in search engines like Google. This makes it easier for people to find the Fabletics site when they type in relevant key phrases.
Kate Hudson’s Take on Fabletics
Most of us know Kate Hudson best for her many movies. She co-founded Fabletics with TechStyle Group in 2013. She is an avid fitness enthusiast. Athletic wear has become a true means to style, rather than simply an outfit worn to the gym or on a run. Kate Hudson is the face of Fabletics but she is also very actively involved in the company. She oversees social media and advertising strategies. She also is heavily involved in the selection of athletic wear.
If you are interested in learning more about the fresh athletic wear company, there is a fun Lifestyle Quiz on the website!