How the Power of the Crowd Has Worked Wonders for Fabletics and Other Companies

The power of the crowd has been found to be the driving force behind an increase in consumer purchases in many companies. Most customers rely on reviews as they consider them as opinions from people they know. This has made savvy brands to capitalize on this trend and incorporate customer reviews into their marketing strategies.


The Impact of User Reviews on Fabletics


The TechStyle Fashion Group Corporate Marketing Officer Shawn Gold says the company discovered the power of user reviews or the crowd early enough and has been using it to boost sales. Since the launch of the Fabletics in 2013, revenue has been increasing steadily to over $235 million to date, and the number of paying members to over one million.


But Why Are Customer Reviews so Effective in Driving Sales?




Due to rapid change in consumer behaviors where most are buying things online, customer reviews have become critical. Before making purchases, most clients are going through customer reviews before making the final decision. A study by BrightLocal has shown that 84% of people take online reviews to be true.


Regular Use


There has been a sharp increase in the number of people who research a business online in a given month with about half of them admitting to reading customer reviews frequently. Negative reviews have been found to deter 60% of potential customers from contacting with a company.


Embraced by Companies


Throughout the years, the number of firms having customer reviews feature on their website has increased significantly. A survey by L2, a research company, shows about 76% of companies use this feature to drive sales.


Benefits of Positive Customer Reviews


Positive reviews have been found to drive sales and revenue in a company. Furthermore, they improve a company’s search ranking. Positive reviews also boost the number of repeat customers in a business.


Kate Hudson’s Morphosis from an Upcoming Actress to Fabletics Greatness


An afternoon at the Beverly Hills Hotel with Kate Hudson on the red carpet is different from what you would expect. Those present here are not celebrating the launch of a moviebutcollaboration between Fabletics and Demi Lovata, a pop superstar. The musician says he loves Fabletics for the cute clothes and what they stand for; inspiring and empowering women.


In their quest to have an athleisure brand in their company, TechStyle Fashion Group founders Don Ressler and Adam Goldenberg found a perfect partnership in Kate Hudson. According to the Fabreticspresident Gregg Throgmartin, Kate was the chosen as she is approachable, has an active lifestyle, and is less serious about herself. Since joining the company, Kate has been heavily involved in activities such as choosing the social media strategy among others.


Kate regularly uses her Fabletics gear, unlike most celebrities who rarely seen using the products they endorse. She is unique in that she only uses something if it is authentic to her. The company’s desire to have the best products at a low price was not an easy to achieve, and the company was forced to delay its launch for six months after delivery of inferior quality products by the supplier. Would you like to find out the Fabletics gearsbest for you? Take a Lifestyle Quiz.

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