The new Fabletics store at South Park Mall is a reflection of great things to come for the “athleisure” clothing brand that has already tasted success, online. The most recent opening is the 7th such physical storefront for Fabletics, which provides residents of North Carolina a chance to try their favorite sporty outfits before buying. If reports by Forbes are true that Fabletics will aggressively expand its operations to open another 75 to 100 physical outlets, the brand will join the elite online retailer club such as Amazon and Blue Nile Inc., which have successfully adapted the strategy of combining online sales with off-sales channels. In fact, the opening of six other Fabletics stores across various destinations across the United States, in a short passage of time, give sustenance to the idea of rapid expansion for Fabletics.
Founded in July 2013, Fabletics started as an online retailer of women sportswear and accessories. Consumers could order the trendy and brightly colored outfits by subscribing to an online catalog, which was primarily restricted to members paying a monthly subscription fee to access the inventory. However, the transformation began in the following year when one of its founders, Kate Hudson, featured prominently on the online website prompting the general public to view and buy listings, online. Currently, Kate Hudson acts as a brand ambassador of the brand; whereas other co-founders Adam Goldenberg and Don Ressler oversee operational aspects of Fabletics.
A quick glance at the inventory makes it clear that Fabletics is promoting its clothing based on three important parameters, value-for-money, low price and quick inventory turnover. As for the bold attire, each Fabletics clothing piece embodies colorful and quirky design. For instance, a sports bra on display included lots of crisscrossed back straps paired with backless tops to enhance the colorful design. In fact, various single-colored sports bras are paired with colorful shorts to signify the taste of its buyer. Similarly, the company proactively compares prices of its outfits against its competitors ensuring that various price points are able to attract a variety of consumers. Hence, it comes as no surprise that some of the most popular designs in the new physical stores are almost twice as low as a similar quality outfit in other “athleisure” stores. In addition to the style and price, Fabletics also distinguishes itself based on inventory turnover where it introduces new clothes every month based on the demand of consumers. The consumer preference data is mainly generated from online surveys, which is used to introduce new clothes, each month. As a result, the objective of Fabletics is to generate revenue by introducing new clothes that are already certified by consumers. For more news information about Fabletics, readers may visit http://www.racked.com/2016/2/15/10995348/fabletics-stores-kate-hudson