The way that people go about buying products has changed drastically over the last five years. Today these purchases are affected by the “power of the crowd” which involves looking at reviews by other consumers which they put as much faith in as a recommendation by a friend. Some brands have taken advantage of this shift by creating marketing strategies that make use of consumer reviews, such as Fabletics. This brand, which was established in 2013, has exploded in growth since it was founded. Today it has more than a million members and brings in $235 million a year. One of the ways it has achieved phenomenal growth is by promoting users to review products on their website according to Corporate Marketing Officer Shawn Gold who works at Fabletics parent company TechStyle Fashion Group. He says that user reviews lead to their members buying more and being more loyal to this women’s fashionable activewear brand.
One recent study conducted by BrightLocal found that 84% of consumers trust the reviews they see online. This is especially important as most people no longer trust conventional advertising and marketing. Another finding was that half of the people in the survey look at online reviews on a regular basis and use it to determine whether or not they should do business with a company. Another surprising finding was that people place reviews even over what the price of a product is which store-mobile searches reveal.
Fabletics was the brainchild of the actress and well-known fitness buff Kate Hudson. She recently launched a line of clothes on Fabletics that was created by Demi Lovato. One of the main drives that Hudson has is for her brand to be all-inclusive and include fashions and sizes that fit any type of woman. She also is focused on providing activewear that is of good quality as well as having a reasonable price. Her model makes use of a Lifestyle Quiz which new users of Fabletics complete. This quiz determines what their fashion sensibility is so that users are shown clothing that will appeal to them personally which makes shopping the Fabletics website much easier and less time-consuming than other retailer websites.
In order to launch Fabletics, Hudson teamed up with TechStyle Group. TechSyle Group has been an online fashion retailer for a number of years and was founded by Adam Goldenberg and Don Ressler. It was founded on a principle of offering fairly priced clothing that will hold up and make a fashion statement when being worn.