Kate Hudson, the star of “Almost Famous,” is the owner of an online athletic wear company called, Fabletics. She started this company with two other fashion gurus-Adam Goldenberg and Don Ressler in 2013. This company was started with the premise that there was a need for an athletic wear niche that appealed to the new generation of tech savvy users. From the beginning, this etail store used different marketing-focusing on the customer experience and using the internet to their advantage.
Online shopping has evolved along with the advancements of the internet. The computer has put shopping at the fingertips of the user, opening up a world of choices. One of the key components of online shopping that has developed is the popularity of shopping “reviews.” Today’s customers research the companies and the positive or negative reviews by other shoppers. This is a critical trend for stores to understand and leverage.
Fabletics has become a $235 million-dollar business and much of this success has been credited to its ability to reach out to customers and encourage research and review. This company promotes reviews and understands the appeal of crowd sourcing. Potential customers find a welcoming website that helps them customize clothes to fit their personal lifestyle.
Research has shown that half the people surveyed say that have researched at least one company in the past month. Data also points to the fact that most of the research done, 60% of those asked, is queries about the product and about the reviews. Only 23% were doing research to compare prices. This important point shows that customers are more interested in the reviews than the price of items.
Hudson stands behind Fabletics and the fresh, new way of buying clothes. She has even used her cell phone to do commercials with a personal feel. One of the unique aspects of Fabletics that has brought positive reviews is the idea that customers are VIP’s who will be given the chance to see fresh, new looks each month. There is also a questionnaire that can be filled out to determine a personal style and fashion direction. This survey helps fashion specialist, at Fabletics, to choose active wear that is suited for the personal needs of its members.
Today’s online shoppers are looking for quality and for personalization. They invest time to see what other people have experienced with the store. Pictures and personal experiences help potential customers to get a real-life insight to the clothes and shoes they want. About 61% of those surveyed said that negative reviews or reputation would keep them from purchasing from that particular store.
As the online world continues to expand and improve constantly, stores like Fabletics, who take the time to plug into the world of reviews and feedback will only continue to grow in popularity. Crowd sources influence the sales and repeat business that keep stores open and viable. These new rules of shopping are evolving and shoppers, both old and young, from all socioeconomic groups will be drawn to stores that “get it.”