In this digital age of mass consumption, advertising, branding, and marketing are very important tools for a company’s success. Although, today’s consumers are starting a trend that has many brands paying close attention to. This rising element in the digital shopping world is customer reviews. Reviews offer information to consumers in a way that advertising, branding and marketing could never do. Why? Because the reviews are coming directly from consumers that have had prior experiences with that particular company. This rising trend has been studied and monetized by brands such as, Kate Hudson’s active wear startup, Fabletics. Paying attention to how the consumer feels about the experience of online shopping, is very important to say the least, because as it goes to show, people trust these reviews, and often point to new, or returning customers.
Fabletics has been in business since 2013 and has been on a growing trend, increasing by more than 200% to over $235 million in revenue and more than one million paying members. Shawn Gold, the corporate marketing officer of Fabletics parent company, TechStyle Fashion Group, attributes this progression to understanding and capitalization of the customer’s experience online. Customer reviews are similar to the old days of recommendations that came from word of mouth. If a new restaurant just opened in town, there would naturally be some skepticism. If a friend gave positive reviews on the restaurant, it is very likely that restaurant would see an increase in traffic as well as repeating visitors, which brings customer loyalty. Today, the customer review does just that, by creating a platform to which new customers can determine whether or not the brand is for them.
With the power of the internet it is not rare that consumers often, research companies before giving them their business. In a climate that is filled with various security threats and uncertainties, online trust is a key element in the process of conducting online business. Fabletics has noticed certain trends that have helped with the growth of their company. Positive reviews on products helped lead to higher positioning in search engines and was tied in with the fact that these same reviews help to generate, trust, leading to much more revenue and customer retention. Studying these factors was a key element for Fabletics’ success and digital growth in the last few years.
Kate Hudson was the perfect ambassador for the brand, as she was approachable, easy to talk to, and very down to earth. The president of Fabletics Gregg Throgmartin, stated, “Kate truly represented what we wanted Fabletics to be.” She was heavily involved from the beginning, reviewing budgets, following sales trends, to know which products are selling the best and which are not, and even gave her input on social media strategies. As an actor, Kate knows that is where her passion always is, but she is very proud of what she has accomplished in business with Fabeltics.
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