As technology progresses, customers continue to have more and more access to reviews prior to committing to a purchase. This reliance on customer reviews before making a purchase is referred to as “the power of the crowd” and many companies are taking advantage of it, including Fabletics by Kate Hudson.
Fabletics was founded in 2013 and since then “It has grown by more than 200% to over $235 million in revenue and more than one million paying members” (www.huffingtonpost.com). Their success is contributed to crowdsourcing, or the willingness of members to give honest reviews about the products that the company sells, which in this case is athletic apparel for women.
One of the reasons that customers care so much about product reviews is that purchasing items online requires a lot of trust. With so many online retailers on the market today, the customer has to be at least a little apprehensive when shopping online to guarantee that the product they are purchasing is up to their standard of quality. This level of apprehension leads the customer to rely on other customers’ experiences when contemplating an online purchase.
Fabletics is so successful even with a large number of activewear retailers on the market today because not only do they have a lot of customer reviews, but the customer reviews are also honest. When a company receives a lot of positive reviews on their products online, this can help with search engine optimization. In other words, the better the reviews on a website, the more likely the customer is to see website when they do a quick google search.
Another reason that Fabletics is so successful is that they are always actively engaging with their customers, even after the customer has received the product. This means that Fabletics actually replies to customer reviews and concerns instead of just mindlessly letting them accumulate on their website. This makes the customer feel important and also helps to build a trusting relationship between the store and the customer.
Lastly, Fabletics is successful because Kate Hudson takes a relatable approach to her activewear collection. Fabletics commercials always have Kate Hudson doing activities that anyone who exercises would do and she takes a relaxed and honest approach to marketing her activewear items.
Additionally, Kate Hudson makes her activewear line an affordable option. This is extremely important because the collection is accessible to most individuals even if they are not typical high-end shoppers.
If you want to see what all the hype is about, Fabletics has a lifestyle quiz you can take to determine which activewear pieces are best for you!