With the advent of the internet, many companies have witnessed dwindling revenues from traditional forms of marketing such as advertising. Traditional forms of marketing are outdated with regards to the modern internet using consumer. In fact, modern buyers believe that ads are designed to dupe them into buying products which are of inferior quality compared to what is portrayed in the ads. Modern consumers trust reviews done on products or services by nonpartisan parties. Although offline reviews are equally important, positive online reviews are essential to modern businesses hoping to survive in a competitive environment.
Many companies have adopted the review centric marketing strategy, but none of them has utilized the strategy as efficiently as Fabletics, an activewear company. Fabletics was founded in 2013 by Kate Hudson, Don Ressler, and Adam Goldenberg to provide stylish, high quality, and reasonably priced activewear clothing. Leveraging review-centric marketing strategy, Fabletics is on its way to becoming one of the leading activewear brands in America and the world. The company currently has operations in over six countries and over six retail locations in the US. Also, the company has over one million paying members, and its revenues are approaching $250 million. The company is estimated to be growing at over 200%.
Fabletics attributes its success to the skillful use of review-centric marketing approach. The company has been responsive to surveys that outline consumer behaviors with regards to marketing. For instance, many studies indicate that consumers regularly use the internet to search for products, services, or companies. Furthermore, studies affirm that consumers tend to trust online reviews just as they would recommendations from close friends. Negative online reviews attract zero sales while positive reviews attract huge sales. Fabletics has established a positive image online. The company is also available for online shoppers at fabletics.com. A visit to their website reveals that Fabletics products are constantly reviewed by famous people who are known to many consumers. For example, Kate reviews some Fabletics’ gear once a month to confirm to customers that the company’s products are indeed of high quality.
Consumer brands wishing to adopt a review-centric marketing strategy will be encouraged to note the following. Many studies reveal that online consumers trust online reviews; BrightLocal carried out a study that showed that 84% of people trust online reviews. The study further shows that over half of those surveyed stated that they regularly research businesses online. What’s more, research firm L2 indicates that 76% of leading consumer brands have reviews on their website designed to drive sales. Positive reviews are important to companies in many ways. For instance, positive reviews bolster increased revenues, customer retention, repeat purchases, and they improve search rankings on search engines such as Google.
Kate Hudson has been an invaluable partner of Fabletics. She is leading efforts to bring onboard other celebrities such Demi Lovato to bolster the company’s growth. The mother of two is now getting known beyond Hollywood. She is a user of Fabletics’ gear, and she encourages other people in need of stylish activewear clothing to try Fabletics.