Today’s top marketing strategy centers on crowdsourcing. Historically, customers relied on their favorite brands’ advertisements to determine final purchases. These days, the power of the crowd gives more power to consumers. In fact, most consumers no longer trust traditional advertisement sources. Crowd-sourced reviews offer personal recommendations from people who’ve already used the product service.
This advantage allows consumers to make better purchases based on their independent needs. This new trend in final purchase determination also allows means that, with the right review, companies can better attract repeat customers. It’s the main reason that savvy brands, like Fabletics, have implemented review-centric marketing strategies.
Fabletics always used a form of review-centric strategies. At first, they focused on creating products that they could sell at low prices. Then they focused on creating products that their members would actually like. To do this, they used a specialized subscription mechanic that offered their members personalized services.
As time went on, they learned more about their members’ personal styles preferences and create lines that matched people’s tastes. This customer-centric strategy attracted over one million monthly members and earned them more than 20 million Twitter followers. Recently, the brand further expanded into retail, opening 18 physical stores nationwide.
Fabletics has a lot of things going for it; not least of which is its co-founder, Kate Hudson. It would be easy to say that Fabletics is only successful because it has a celebrity’s fame link to it, but that would be a gross underestimation of Kate Hudson’s brilliance.
Hudson’s contributions to the brand go far beyond just tagging her name to what others do. She’s been hands-on with Fabletics since the first day. For her, Fabletics is more than just a fashion brand or another achievement she gets to add under her belt. Fabletics is a tool she uses to help women.
For Hudson, it’s about getting women to a healthier and happier place. She doesn’t want them to feel rushed or pressured to suddenly change their entire lives and do what everyone else is doing. She uses fashion to encourage them to start small and progress at their own pace.
It’s important that Fabletics makes products for all women. If any woman is interested in seeing what Fabletics has to offer, without becoming a member, she can take Fabletic’s lifestyle quiz.