Fabletics went from being an obscure e-commerce fashion brand to an overnight sensation in less than five years. The company’s meteoric growth of over 200% resulted from carefully planned and executed business strategies by the founders, Adam, Don and Kate Hudson working together. One of these fantastic strategies involves the use of online reviews to boost product sales in prospective shoppers. Online reviews helped Fabletics to seize the massive power of the crowds and it didn’t take long for the brand to start making over $250M in sales revenues, yearly.
Crowdsourcing using Online Reviews
Fabletics researched and discovered that the online shopping crowd was mostly drawn to brands or service providers bearing the most positive reviews and ratings. Their consumer findings also indicated that business brands and products with positive reviews tended to attract more repeat customers and referrals than those brands without reviews or with negative reviews. The BrightLocal Research Group found out that well over 84% of the modern-day consumer’s trust and rely on online reviews when selecting brands. 60% of the respondents in the study by BrightLocal reported using negative reviews to disqualify prospective brand names.
According to Trustpilot CEO and Founder Peter Holten Muhlmann, it’s not just Fabletics that’s using consumer reviews strategies to boost online sales, but all the worlds, ‘smartest brands’. The CEO argues that the modern-day consumers tend to trust the candid views of the online reviewers over the opinions of the sales representatives of the particular brand.
Recent findings by two SEO titans, The Local SEO Guide, and Moz, found out that brands with positive online reviews ranked better on all the leading search engines, Google included. No wonder, the top-rated websites attract better online ad’s conversion rates for ads by Google. The novel idea of crowdsourcing via online reviews is also in effect in the hotel industry. Yelp knows all too well the impact losing a star in the rating has on a brand’s reputation and revenue prospects.
Fabletics is best known for its ‘athleisure’ products. Athleisure is a collective term used by Fabletics to denote the remarkably affordable women’s activewear, namely shoes, yoga pants and sports bras and shorts. Fabletics has a subsidiary called TechSytle Fashion Group, formerly known as JustFab and together these retailers hope to have set up an estimated 30 stone-and-mortar outlets all over the US. This fast-growing fashion brand launched in 2012 is the brain-child of the American investing duo of Adam Goldenberg and Don Ressler achieve success
Kate Hudson spoke to MSNBC and reaffirmed Fabletics’ mission to become a one-stop shop for women interested stylish, affordable and superior quality active wear. It was instant love between the over one million customers and the brightly colored and fashionable apparel by Fabletics and its subsidiaries. Kate Hudson is actively involved in the designing, production and marketing process at Fabletics. Kate Hudson aspires to create authentic workout apparel that she herself can comfortably wear in Hollywood and still look glamorous. Don’t believe us, why not give Fabletics a trial run and witness something unique and different. We urge you to have a go at the fun Lifestyle Quiz by Fabletics and get free fashion tips and ideas.