The way we shop has changed and consumers today don’t trust brands like they used to. They don’t always give in to catchy jingles, flashy ads, or the belief that if it costs more then its better. Now its all about the reviews! Consumers look to other people to tell them what they thought of a product or service. If a product has a low review then consumers arent going to waste their money on it if its failed other people. On the other hand, if the reviews are good then they trust that this is something they will like and feel comfortable spending their money on. Nobody wants to waste their time and money on something to end up disappointed, so being able to see the reviews gives you a sense of comfort in your purchase.
Companies who show their reviews and have them available for consumers to see have an increase in business. Kate Hudson’s “Fabletics” brand has done just this. By showing the reviews that people have given, she has been able to grow her company by more than 200% since it launched in 2013. Any one who is skeptical or unsure of the brand can look at the reviews, see the ratings, and read the comments that people have sent in on the brand. By showing that the brand is well priced, the products are good quality, and that others like yourself love it, increases a consumers likelihood to purchase for themselves.
Along with great reviews another reason for the success of the brand is the face behind it, Kate Hudson. She pushed to make a brand that was affordable and accessible to all women with an active lifestyle. She believes in the company and continues to make sure that she is involved in all aspects of the company. She helps with the designs, confirms prices, checks quality, and overall makes sure that everything is up to her standards as a consumer of her own brand. She even upgraded the customer service department because she believed that clear communication is a priority.
Kate Hudson joined with a parent company so that she had the best design and marketing staff to take her brand where she wanted it to go. They rely heavily on technology to help them continue to grow. They use the reviews and the data they collect to figure out which products work and which ones don’t so they can push to give the consumers what they want. Another great service that they off is to match consumers with the perfect outfit. They use their data and personalized information to come up with an outfit that will fit your taste and what you need in your active life. If you’re unsure about if this works, go take their Lifestyle Quiz and see what outfit you get! The quiz must be coming up with great outfit choices because currently Fabletics has 1.2 million members and they continuing to grow.