It is clear that business has changed over the last several years in dramatic ways. Digital marketing experts describe these shifts and overthrowing of traditions in several ways. We hear about the relationship between a brand and a customer more and more. Now, there is a new twist in the story. Brands that leverage the “power of the crowd”, as digital marketing expert Diana Wertz describes it, have the upper hand. Fabletics is one such company that has been leveraging the power of the crowd, and seeing excellent results. Kate Hudson and the team behind Fabletics have grown their company into an enterprise with $235 million in revenue since it started four years ago. What exactly is the power of the crowd? Could this digital marketing strategy be the key to Fabletics success?
One of the major transitions that business has seen over the past few years is a public distrust of marketing, coupled with growing public trust for online brands. This means that many sales pitches, websites, and advertisements are starting to include reviews as a part of their selling power. Studies show that customers trust online reviews. This is especially true when there are many reviews, which is where the power of the crowd comes in. A greater number of reviews means even more trust from potential or repeat customers. The man who is charge of marketing for the fast growing and mega-successful Fabletics brand says that reviews are a major factor in the success of the company. The Fabletics brand actively pursues reviews and incorporates them into their sales process. This increases the likelihood that a customer will buy, and will remain loyal.
Though Fabletic’s success can be partially credited to their progressive use of user reviews from the get-go, it is also in part to Kate Hudson’s leadership within the brand. Her journey with Fabletics began in 2013 when two founders from TechStyle Fashion Group pondered starting up an athleisure line. They brought Kate Hudson in on the project, and the brand got off the ground quickly.
Kate Hudson saw the project as an exciting opportunity and was very involved right from the beginning. Her reputation as an actress was one of approachable humor, and she was already naturally very active. The lifestyle that Hudson was leading aligned well with the brand, and Hudson’s involvement in the design decisions furthered the alignment. Because Hudson leads a very active lifestyle, she was an excellent person to make decisions about designs for other active women. The brand is built around the idea that any shape or size is one to be proud of, and empowers women to love their bodies. Kate Hudson values authenticity, and she has helped to make sure that they company stays true to their original vision. She was in charge of a push for more customer service, which helped the company keep loyal fans even amidst massive growth.
Fabletics is a very original company with a large online presence. They offer a unique membership opportunity, which has helped them thrive. If you are curious about what Fabletics has to offer, a great way to meet the brand is to take their Lifestyle Quiz. This will tell you what kind of Fabletics gear is perfect for you, and will let you get a feel for what the clothing has to offer!