Reasons Why Top Brands Like Fabletics Choose to Exploit Power of the Crowd

In the modern world of business, the rate at which consumers make their purchases is influenced by the power of the crowd. Consumers nowadays rely on crowd-sourced analysis to make up their minds whether to buy or not. They trust these reviews just as they would a recommendation given by their close friends or familiar people. This is the reason why most savvy brands are exploiting this change in consumer behavior by embracing review-centric strategies to market their products and services.




Fabletics is one of the savvy brands that have adopted this strategy. The company has managed to witness a growth of over 200% since it was launched in 2013, surpassing the $235 million mark in terms of revenue and over a million paying subscribers. According to Shawn Gold, the corporate marketing officer at TechStyle, the enormous growth success is due to the brand’s adoption of the crowd and user reviews. Fabletics chose to leverage consumer reviews due to their benefits which include improved loyalty, customer retention and improved customer acquisition for brands from all industries.


Why are Consumer Reviews Relevant Today?


A huge chunk of consumers today lead digital lives and hence online reviews make a huge factor in the way they reach their decisions. Modern consumers often read on a product or brand before purchasing it and rely on crowd reviews to reach their final decision. These consumers trust the reviews a lot and frequently research on brands regularly before making purchases. Authentic reviews have the capability of boosting the bottom lines in a business. They can help improve your search rankings and bring in more revenue as they capture a high number of customers. Any business that incorporates crowd-reviews as part of its strategy in approaching customer service and product offering gains repeat and loyal customers in the end. Crowdsourcing benefits brands by making them more customer focused and transparent.


Kate Hudson’s Involvement at Fabletics


Demi Lovato, a pop superstar praised Fabletics recently stating that their clothes are beautiful and loves what the company stands for. Demi opined that the company is committed to empowering and inspiring women to be their best. From its launch in 2013, Fabletics focuses on designs that seek to empower and being inclusive. This has enabled Kate Hudson and her partners drive their startup to a company worth over $250 million, which is no mean feat for an actress without a business background.


Adam Goldenberg and Don Ressler, the individuals behind TechStyle Fashion Group thought of launching an athleisure brand as there was none in the market then. The duo wanted to exploit this area but they required a partner and Kate Hudson was the first person who crossed their minds. Kate is approachable, leads an active lifestyle and does not take life too seriously. Kate hit the ground running from day one by being active and involved in budgets review as well as selecting the best social media strategies to use. She got involved in the designing process and ensuring that the styles are fresh throughout. She monitors the sales weekly and identifies the styles that sell fast and those that drag. She also worked hard at prioritizing communication between the brand and its customers.

The commitment of Don Ressler and Adam Goldenberg to A Better Fashion

Don Ressler and Adam Goldenberg are the founders Techstyle Fashion Group. This company has various categories of other sub-companies which include beauty, clothing and accessory companies. Even though the two individuals had little knowledge about fashion, they managed to establish the company because they had strong desire to excel and well broad understanding of what the consumers need.

Don Ressler and Adam Goldenberg first met in Intermix Company. At the age of fifteen years, Goldenberg had already immersed himself in the world of business. His first business firm was called Gamers Alliance. This was an advertising company network that had specialized in gaming websites. In 1999 he sold the company to Intermix Media and later joined Intermix Media as the Strategic Planning Vice President. At the age of twenty years he was he climbed the ladder of leadership to become the Chief Operating Officer. Don Ressler connected with Intermix Media in the same way as Goldenberg. In 2011 he sold his website, to Intermix Media. This was after the site had raised capital for many online companies.

As the two worked together in Intermix Media, they developed a friendship. This friendship resulted in them founding an e-commerce company called Intelligent Beauty in 2006. They went ahead and established other productive brands. As they worked together in their businesses, they started thinking of an online shop. This was after they had identified that people demanded comfortable and chic clothes and that many consumers had a rough time in getting personalized fashion.

The techstyle company was first known as JustFab. The company deals with fashion and give consumers a chance to have personalized accessories and clothes each month. It also shows how to match and mix fashions allowing the members to have confidence in styles of preference.

Through Ressler’s and Goldenberg dedication to social responsibility, the company has been able to be successful. For instance, they do not only focus on operating an excelling corporation and making profits, but they also focus on ways of improving the lives of people by making clothes that make people feel confident in what they are doing. Additionally, the company is also focused in giving back to the society. For example, they have hosted many charity events such as Cinderella project event as well as being involved in community garden projects.

The two individuals have great potential to succeed in many other areas, but at the moment they have chosen to make Techstyle the top source of all fashionable clothes in the world.

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