It has been known for a long time that a major part of the success of any product is the amount of good reviews it gets from people. This philosophy has been true even before the existence of the internet as we know it today. By some estimates, whenever a product is used by one person, they are likely to tell at least five other people what they think about it. This trend has been going on for a long time. With the explosion of online businesses, this trend has only grown exponentially. Today, if you were to run a business selling practically anything, getting good reviews is the difference between night and day for the business.
There is even a term for it and it is called the power of the crowd or crowd-sourced reviews. A good example of a business that has leveraged this business model is Fabletics. Started in 2013, the company has grown over 200%. The parent company of Fabletics is TechStyle Fashion Group and Shawn Gold is their corporate marketing officer. Shawn has mentioned that Fabletics can boast of more than a million paying customers, and he credits crowd-sourcing for being a big part of that success. As peoples lives become more and more digital-centric, their attention span has also decreased. This means when they are shopping online for something they want to see the reviews and quickly make a decision. Therefore, it’s not surprising that online reviews have become a central part of marketing.
So, how did all this start with Fabletics? Back in 2013, the founders of TechStyle, Adam Goldenberg, and Don Ressler decided to get into athletic wear. They felt that the athleisure clothing style was an underserved niche. It is dominated by a handful of brands who charge an exorbitant amount of money. They took the idea a step further by approaching film actress Kate Hudson to be an ambassador of sorts for the brand. Kat immediately got on board because not only does she believe in the product, but liked the concept and business model of the company. An avid exercise person herself, she is a perfect fit for this product.
According to Greg Throgmartin, Kate Hudson was actually the first person they thought of to be a part of this brand. After Kate joined the brand, they never looked back. As Fabletics grew and grew, Kate did not limit herself to just being a brand ambassador. She was involved in all aspects of the company from the very beginning. This includes working on the budget and even social media strategy for marketing purposes. A big part of the success with Kate is the believability issue. Celebrities endorsing a brand is nothing new, but a lot of the times it is hard to believe that they actually use the brand they endorse. However, this is not the case with Kate Hudson. From the get-go, people were willing to believe that she actually used Fabletic’s products, which enhanced the companies image.