Why Successful Brands Like Fabletics Leverage the Power of the Crowd

Huffington Post

Consumer purchases are increasingly determined by the power of the crowd. Today’s customer looks to crowd-sourced reviews to determine their final purchase and trusts the reviews that they read as much as a personal recommendation from someone they know.

Savvy brands are capitalizing on this shift in consumer behavior with review-centric marketing strategies. Fabletics is one such brand, which powered such rapid growth by leveraging the prominence of reviews in today’s customer journey. Authentic, genuine reviews boost business’ bottom lines.

With customers seeking out more reviews and brands tapping into the economic boosts the crowd provides, there are more review options than ever before. “20,000 new reviewers come to Trustpilot each day, not only to leave reviews but also to research and understand the brands from which they are buying,” Mühlmann says. “The growing global trend is that a brand is no longer what the company says it is; it’s what the customers say it is.”