The power of the crowd has become something of a buzz phrase for marketing and retail professionals looking to take advantage of a constantly evolving Online range of platforms. The Fabletics brand entered the Online retail market in 2013 with an understanding of the need to overturn the dominance of Amazon which maintains a 20 percent market-share of the Online fashion retail industry; in a bid to overcome Amazon, Fabletics is now using the power of Online customer reviews as one of the leading marketing options undertaken by the business.
One of the most impressive parts of the membership program created by Fabletics standing as the first step in becoming a member of this subscription-based brand is the lifestyle quiz and gives a guide to potential customers about the different styles open to them when a subscription is being considered. The lifestyle quiz is simple and easy to complete, resulting in a range of products being offered to the member before any products are purchased.
Customer reviews have become one of the most impressive marketing tools available to individuals who are questioning where to make their Online purchases. Fabletics has linked customer reviews to their own sales platforms and even to individual products as it has been revealed the addition of reviews helps lift a brand up the search engine rankings to a higher position. The majority of customers now use the opportunity to look over customer reviews to discover which business they should use to order products alongside the options open to a customer in choosing individual products.
The use of customer reviews may have become one of the most important parts of the marketing tools used by Fabletics but the growing influence of Kate Hudson on the brand has also become a major part of the success of this Online business. Although she still refers to herself as an actress first and entrepreneur second, Kate Hudson has become much more than simply the face of the brand for customers. Using her own social media accounts as a marketing tool allows the “Almost Famous” actress to provide a glimpse into the Fabletics range she wears on a regular basis as she lives her own active life.
Kate Hudson was named as a founding partner of the Fabletics brand when the company was still being planned by TechStyle executives, Dan Ressler and Adam Goldenberg. Positioning their brand as an aspirational company offering products designed to improve the lives of customers has centered on the image of Kate Hudson as a parent and successful business leader. Unlike the aspirational brands Fabletics has now positioned alongside, the company has positioned its clothing in the mid-range of cost in a bid to encourage as many customers as possible to improve their health with a more active lifestyle.