Fabletics Becomes Successful With User Reviews
The way shoppers make choices about purchases has changed with the increasing use of the internet and companies like Fabletics have taken notice. Today's consumer looks at the various reviews of other purchasers and puts their trust in these reviews as much as they would a recommendation of a personal friend. Companies like Fabletics have taken notice of this shopping trend to make their business one of the top in the industry.
After its inception in 2013, Fabletics has shown growth of over 200% and an increased revenue of over $235 million dollars. This growth was attributed to the company's ability to notice and utilize the trend of the crowd to value reviews of other consumers. The company used this information to drive customer purchases as well as build up loyalty and repeat customers.
Since consumers can perform so much research on products and companies before making purchases, customer reviews have begun to play a much larger role in their buying decisions. A study has been done to examine the level of trust involved in these online reviews. BrightLocal showed recently that 84% of consumers trusted the reviews found online equally as much as they would the opinion of a personal friend. Every year that this study is repeated, this percentage increases.
According to Peter Holten Muhlmann, founder, and CEO of TrustPilot, today's buyers just do not have the same company trust for classical marketing techniques or traditional advertising that they once did. There is now trust in the power of numbers and the crowd feedback is what consumers are putting stock in.
In addition to positive reviews causing consumers to make purchases, around 60% of buyers said that negative reviews would likewise cause them to not purchase from a business. So, the power of the crowd can cause a business to succeed or fail. About 76% of the top businesses have started to feature user reviews on their sites due to the importance that consumers are placing on them. More and more review sites have popped up on the internet so that consumers can come leave reviews on various businesses. These all drive the way businesses succeed or fail based on the positive or negative reviews of all consumers. Fabletics has successfully utilized the important factor of crowd opinion.
Fabletics was looking for a partner that would represent the brand as a strong, approachable, active woman who enjoyed life. Kate Hudson was the perfect woman to represent the brand and was a completely involved partner right from the start. She was involved with each facet of the growing business with budget reviews, designs, social media approaches and sales.
Even though she is an extremely busy actress and celebrity, she is also a person who believes in only promoting products she actually uses. Hudson lives a very authentic life and this made a connection with the consumers who purchase items from the collection. Go to Fabletics.com and take the Lifestyle Quiz to see which Fabletics gear is perfect for you.