Fabletics Combining e-commerce with Retail Stores

A recent article in racked, written by Adele Chapin, detailed an exciting new plan for expansion in the works for one of America’s most dynamic clothes manufacturers, Fabletics. Fabletics is a leisure athletic wear clothing company doing an extensive amount of business in the newest form of retailing, e-commerce. They have a new plan to achieve brand identity and for further expansion of the brand in the clothing industry. Not only do they have Kate Hudson as spokesperson and model but she is an active part of the clothes selection process, and leisure wear has become a hot fashion statement.

Leisurewear is comfortable and hip. It spans the gap from sweatsuit casual to alluringly tight yoga pants which allow young women to display the results of their efforts at the gyms and yoga studios. Fabletics is a division of JustFab the brainchild of Adam Goldenberg and Don Ressler.

There has been a movement in the United States of America away from the retail mall and toward online e-commerce (check them out on Pinterest). Buying online has great advantages, which include the savings of time and money. Who would have thought that all brick and mortar stores would experience business at a time when major retailers like Sears and J.C. Penney were doing away with their catalog sales divisions.

There is hope for those shoppers who enjoy spending the better part of a day in Malls walking, shopping, being part of the scene, only stopping for lunch and dinner in the confines of the food courts and making it an experience enjoyed many in America. Now with malls losing stores, Fabletics is planning on opening an additional 100 more locations in brick and mortar stores around the country. They had, already, opened locations in malls and discovered that having the physical locations is enhancing e-commerce sales. The Fabletics stores will offer women the chance to try on the fashions and feel the fabric and sense the quality. Once the customer has an idea of the fit and quality, they may purchase the item in store or purchase it online when returning to home. Fabletics offers the best of both worlds and should make millions of buyers of athleisure happy.

This new series of retail stores do not have to be large in size because all colors and sizes are available online, and it will be here where most of the actual buying takes place.

This is the ultimate win-win situation and will help to perpetuate the existence of malls and the millions of mall shoppers.

 

Follow Fabletics on Instagram @Fabletics