Exactly how did Kate Hudson grow a nationally recognized athletic clothing brand in just 4 years? Low and behold, leveraging the power of the crowd.
Consumer reviews can be tied to the success of the California based brand Fabletics. How so? It turns out people trust other people, especially when it comes to reviews posted by customers. Online reviews weight heavily on potential consumers who are in the market to purchase. When someone is convinced via an online review to buy those floral leggings and matching sports bra, an increase in brand reach and revenue is imminent on Fabletics side. Through consumer reviews: knowledge of the Fabletics brand spread increasing brand loyalty and brand retention, all in one.
The power of the crowd involves more than just one. Customer reviews have the power to indicate how future consumer behavior will play out. Will the brand flip or flop? Customers tend to trust other customers who have positive or negative things to say pertaining to a specific brand. Furthermore, poor customer reviews can also heavily weigh on a brand’s image. The reputation of a business has recently been emphasized to be one of the most impactful customer considerations. A direct link between a brand’s image and honest customer reviews occur when brands feature reviews directly on their website, linking honesty and credibility. Customer reviews can deepen the reach of a brand’s target demographic, like Fabletics and convince one more athleisure junkie to buy that brand new pair of well-fitted leggings. The success of positive reviews is also directly correlated to a brand’s revenue. With positive reviews comes an increase in the search results provided by Google, trafficking more customers to a brand’s landing page. In addition to boosting page views, positive reviews increase repetition in buying trends amongst loyal brand customers. The success of Fabletics can be traced to original customers helping tailor products better suited for their wants and needs. When customers feel as if their needs and wants are heard, brand retention and repetition of buying occurs in sync. With a goal to help females feel better in the gym and off, Kate Hudson and Fabletics has effortlessly captured how to appropriately leverage the power of a crowd.
Fabletics began back in 2013 when Don Ressler and Adam Goldenberg, founders of TechStyle Fashion Group, came to the realization that the current market lacked both affordable and stylist athletic apparel for women. Kate Hudson was approached to be the face of the change and together, Fabletics was co-founded. The transparency of Kate Hudson’s personal brand to female athleisure seemed like a no brainer. The success of Fabletics can be credited to the data-driven approach to selling. For women are looking for something to throw on to run round with their kids or run laps at the gym, Fabletics and Kate Hudson have their backs.