Leveraging a brand has changed a lot over the years. Today, successful companies are driving sales by using what they call the power of the crowd. This includes making customer reviews a prominent part of their website and thus marketing efforts. Studies have shown that consumers trust online reviews as much as they trust the in-person advice they receive from family, friends, and acquaintances.
One of the prominent companies that is making good use of the power of crowds is the women’s activewear brand Fabletics. Founded in 2013, it already has in excess of $235 million in annual revenues. They have over one million members who pay a monthly fee to be a part of Fabletics and receive a customized box of clothing on a monthly basis.
In order to make the best use of Fabletics, new members are encouraged to complete a LifeStyle Quiz. This short and easy quiz helps the new member by informing Fabletics about their fashion sense. This allows Fabletics to send them clothing each month that they will love the look of. It also includes information about their clothing sizes and other information.
On the Fabletics website customer reviews have a prominent place, which is part of the company’s marketing efforts. One study says that 84% of consumers trust online reviews and use them to inform their purchasing decisions. The Chief Executive Officer of Trustpilot, Peter Holten Muhlmann, said that crowd feedback about products gives others a sense of safety and trust. He went on to say that successful brands nowadays know this and leverage crowd feedback in order to drive sales.
Consumers are very savvy nowadays. The reviews on a website need to be both authentic and genuine as people can generally speaking pretty easily spot fake reviews. Reviews can help improve a products search rankings which leads to more clicks which leads to more sales. There were two recent studies performed by The Local SEO Guide and Moz. Their study showed that positive online reviews greatly enhanced a brand’s search ranking whether on Google or another search engine.
The Fabletics brand came about in a partnership between a company that has long been an internet merchant and the actress (and noted fitness enthusiast) Kate Hudson. The executives at TechStyle Group saw that there was an opening in the market for a brand that sold well-made affordable women’s activewear that was also fashionable. They thought of Kate Hudson to help lead the brand and she is now the face of the company. She is not just a face, though, as she deeply involves herself in running the company and deciding the clothing that Fabletics sales.
It was at an event in Beverly Hills on June 6, 2017, that Kate Hudson announced the first collaboration of her company with another celebrity. This celebrity was Demi Lovato who introduced her own line of clothing she developed in a partnership with Fabletics. She said she was drawn to the brand because she loves what they stand for and how they offer clothing for all types of women.