The modern consumer is more cautious about buying these days. In the past, people trusted their favorite brands and used intuition to determine purchases. When business combined with the internet, it allowed countless untrustworthy businesses to swindle people out of their hard-earned money. That created a permanent distance between consumers and companies.
Recently, that distanced was filled with the power of the crowd. Customers do trust companies a little more these days, but they trust their fellow consumers even more. As part of every company’s use of websites rose, they began adding review sections to their sites.
That review sections turned into a goldmine for customers to learn about products. People stopped trusting traditional advertising because companies only promote the best qualities of their products or services. User reviews are actual detailed accounts of the quality of those products or services. That information is invaluable to any smart shopper.
As crowd-sourced reviews grow in popularity, savvier brands like Fabletics are capitalizing on the trend. Many of the top brands developed new review-centric marketing strategies to attract more customers. Fabletics is an activewear brand that’s grown more than 200 percent in the last four years. According to some of the company’s executives, it’s thanks to user reviews.
Not a lot people know the company’s top executives, but everyone knows one of Fabletic’s co-founders: Kate Hudson. For Hudson, co-founding an activewear, or athleisure retailer, was always a distant dream. When some TechStyle Fashion Group executives approached her with this idea, she jumped at the opportunity.
So far, it’s been a winning exercise. Last year, Fabletics grew an additional 43 percent, making it one of the fastest growing fashion brands in the country. In just four years, Fabletics found such success in the e-commerce markets that it began opening physical stores last year.
When Hudson started really exploring the idea of starting an athleisure retailer, she wanted to make sure that every woman could find something beautiful. Activewear is nothing new, but not a lot of brands make products for older and plus-size women. Hudson wanted Fabletics to be different.
Making products for all women set Fabletics apart from the competition. That kindness is what inspires women to embrace more active lifestyles. That’s Kate Hudson’s true mission: getting women on the path to healthier lives at their own pace.