Recently, the influence of the power of the crowd on driving purchases has increased tremendously. This is due to a change in consumer behavior where more people are relying on online reviews before making purchases than ever before. Companies like Fabletics have taken advantage of this change and have changed their marketing strategies to become review-centric. Customer reviews have become so influential because of;
Most customer review readers trust the information as they take it to come from a familiar person. A study by BrightLocal showed that 84% of the people consider online reviews to be true. Consumers do not trust the information they find in marketing and advertisement.
Popular With Customers
The number of people who read customer reviews has been steadily increasing. Most of their decisions are determined by what they read in those reviews. A negative review has a higher chance of driving potential customers away from a business.
Common in Companies
Research by L2 found out that about 76% of successful brands rely on customer review pages on their websites to increase sales. More companies are embracing this practice. The increasing number of businesses using reviews has led to rising impact of these reviews on sales.
The Impact of Using Reviews
They Boost Revenue
Positive reviews have a positive influence on revenue. A company like Fabletics was only started in 2013, and its revenues have grown to over $235 million due to reviews. A company should ensure it has authentic and genuine reviews to drive sales.
Improved SEO Ranking
Positive reviews have been found to enhance a company’s search ranking. By appearing among the top search results, the company is also expected to receive more visitors. Positive reviews, therefore, enhance the ranking of a company without additional investments in SEO.
Kate Hudson and Her Role at Fabletics
It is incredible to have so many people – celebs, journalists, and paparazzi among others, thronging Beverly Hills Hotel and watch Kate Hudson walking on a red carpet, not for the launch of a movie or TV show but for to witness Fabletic’s collaboration with Demi Lovato, a famous pop superstar.
Although Kate is an actress without any business background, she has worked hard with her team to see Fabletics become a $250 million company in just four years. Moreover, the number of paying members has increased to more one million. When Don Ressler and Adam Goldenberg, the brains behind the TechStyle Fashion Group thought about introducing an athleisure brand back in 2013, they settled for Kate.
Gregg Throgmartin, the current Fabletics president, said that Kate was chosen because she is approachable, not so serious, and lives an active lifestyle. At the company, Kate is always active taking part in various activities such as reviewing the budget and designing just to name a few. And unlike most celebrities who are rarely seen in products they embrace, Kate is always seen doing exercises in her Fabletics gear.
Fabletics is an online company that sells sportswear, footwear, and accessories for women. According to the company’s president, they work hard to sell high-quality products to their customers at half the price. Despite Kate being heavily involved in the business, she still loves acting.