The men's and women's sportswear retailer Fabletics announced plans to open 24 new physical stores in the United States as early as 2021.
The stores will provide visitors with various interactive options, including the opportunity to try out state-of-the-art fitness equipment.
The brand, co-founded by actress Kate Hudson, is focused on a subscription format and already has more than 2 million members. It offers customers comfortable, athletic-style clothing that can be worn in various situations, including relaxing at home. It's the kind of option that has become extraordinarily popular amid the pandemic, allowing several brands, including Fabletics, to gain significant traction.
Fabletics already operates about 50 stores and is making extensive use of its temporary store format and digital promotion methods. All new stores will feature OmniShop's proprietary technology, which links online and offline customer activity. This approach creates a convenient shopping environment with a personalized approach to each customer, where an in-store salesperson can access real-time information about customer preferences and requests.
Fabletics stores will be equipped with a variety of interactive tools. Among them are special touch-screens, with the help of which the visitor will be able, for example, to choose appropriate leggings, passing a small quiz. And thanks to video installations, customers will see how specific models look like on real people. Also, the cooperation of the brand with Hydrow rowing machine manufacturer will continue. Store visitors will be able to get advice and try out the device in action.