In an article on racked.com plans for the fitness wear company Fabletic’s expansion over the next two years are discussed. The article says that Fabletics hopes to expand its number of stores to between 75 and 100 over the next couple of years. This news comes as the brand looks to open its seventh store right now.
The article describes how Fabletics uses its physical stores to help drive subscription to their online system that sends subscribers new specifically curated outfits each month and bills them for it. At the Fabletics store customers can come in and try on the clothes, get a feel for how they look and fit, then feel much more comfortable about the products they’ll receive than they would if they had only what they saw on their computer screen to rely on.
This synergy between online sales and memberships and in store service and convenience is innovative. Fabletics allows customers to both try before they buy and dictate what they like and need in performance wear, so that when and if they decide to subscribe to the monthly outfit service they’ll be doing so knowing that they’re receiving clothes that fit and that adhere to their style.
Fabletics was founded in 2013 with the idea of filling a gap in the athletic market. The founders saw no option for affordable and quality options for people looking for activewear and so they developed the line as a branch of Justfab shoes. Like with Justfab members, Fabletics subscribers are asked relevant questions about their sizing and lifestyles needs as well as their style preferences in a survey during signup.