The fact the Internet has become almost ubiquitous across the majority of the planet has resulted in the retail sector undergoing a series of changes based on new ways of shopping. Instead, brands such as Fabletics are returning to a customer review and “word of mouth” based marketing strategy based on the growing success of the reviews received by this impressive subscription-based company; customer reviews have become an increasingly important part of the marketing of Fabletics as the company understands the need for a new way of building a relationship between brand and customer.
Fabletics has grown into one of the world’s leading membership-based fashion activewear brands with its use of an innovative lifestyle quiz which provides a glimpse into the types of clothing a member can expect to choose from over the course of their membership. After taking the lifestyle quiz a new member of Fabletics will be presented with products accompanied by extensive customer reviews.
The power of customer reviews has become one of the major marketing tools for Fabletics as the brand has embarked upon a move towards providing a more impressive way of understanding and reading reviews of individual products. Fabletics is one of the growing numbers of brands including individual customer reviews on their Website which has seen an increase of over 70 percent according to some studies recently released. Not only does a customer review add to the trust a brand is seen to have the quality of its products it also results in a higher number of items sold the closer a review comes to providing a five-star review.
Using customer reviews may have added to the success of Fabletics but the image of brand ambassador and founding partner has made a major difference in the number of items sold over the life of the company since its launch in 2013. Few brand ambassadors have been so important to the development of a company than the actress has been to Fabletics; although a major star following her breakout performance in “Almost famous”, Kate Hudson has continued to enjoy an active and healthy lifestyle shown to her fans and followers via social media.
The founders of Fabletics, Adam Goldenberg, and Dan Ressler could hardly have made a better choice in developing a relationship with a brand ambassador than that made to install Kate Hudson in the position. Hudson is now a silent partner simply getting paid for the endorsement she provides for the brand. Instead, she is one of the most active members of the company modeling the products she and others design for Fabletics and taking part in key business decisions. One of the most impressive acts undertaken by Kate Hudson has been the decision to improve the customer service department of the company after consumers reported this was originally an area of concern before Hudson stepped into the fold.