Whatever the business, your customers’ satisfaction is your number one priority to consider. If you fail to impress one, you may potentially lose more in the future. Word of mouth is and has always been a powerful tool in the consumer industry. That is why reviewing a business by customers is an excellent source of information on what or where to improve. The “power of the crowd” is a vital factor and can make the difference between success and failure. More companies are aware of how much consumers trust and depend on crowd review to determine their purchase decision.
Brands are harnessing and capitalizing on this shift in consumer behavior by formulating marketing strategies based on reviews. Good consumer reviews help build the loyalty, retention and drive the acquisition of new customers. An excellent example of a company that has found such success is Fabletics. The fitness apparel store founded in 2013 has witnessed a tremendous growth in revenues and clientele to reach over one million customers. Fabletics’ parent company’s marketing officer, Shawn Gold, attributes the success to embrace user reviews actively into the company’s marketing strategies.
However, Fabletics journey to success would not be if not for Hollywood celebrity, Kate Hudson. The 38-year old famed actor has been the face of the workout apparel since its inception. TechStyle Fashion Group, the parent company had the concept of starting an athleisure brand to cater for women with clothing that is both for leisure and can be used for a workout.
With an active workout lifestyle, Kate was easily the perfect match to endorse Fabletics. With the market lacking a stylish, quality and reasonably priced athleisure brand, Kate saw this as the opportunity to venture. The actress has been heavily involved since day one, and her participation is vital whether in picking a social media strategy or reviewing. Her efforts are also evident in the design process to keep the styles fresh. Hudson also spearheaded efforts to make communication a priority to improve their customer service department. Furthermore, she actively endorses the workout gear, and it is not uncommon to see her in Fabletics yoga pants out on a walk.
Her commitment has seen the company growth reach to an over $200 million valuation from a small startup just three and a half years ago. A look into the future with the company has seen the introduction of a subscription model to accommodate high-performance workout clothes. But a unique feature of the store is the ability to personalize your apparel to your recommendations. By taking the Fabletics Lifestyle quiz, a customer will be able to choose from thousands of styles curated to meet your desires.
With more consumers spending more time online, data has become vital in determining their tastes and preferences. With the future of athleisure indeed bright, Fabletics data-driven approach is set to take the growth even further. Customer reviews are becoming more vital and have helped Fabletics build on their strengths while also working on their presumed weaknesses.