Fabletics, the popular activewear brand co-founded by Kate Hudson in 2013, is making a major push from subscription-based ecommerce to brick-and-mortar retail. The company is in a period of rapid expansion; currently operating 18 retail locations, Fabletics plans to open 75 to 100 new locations over the next few years.
Achieving a seamless online-to-in-store experience for customers depends upon strong merchandising execution. As more and more new Fabletics locations are being opened around the United States, getting visibility into each from HQ and communicating about validation tasks has been a challenge.
“We started out with 6 stores and now today we’re up to number 18,” says Alexandra Lambros, Fabletics’ Manager of Retail Brand Visuals and Merchandising, “So our growth has been very fast and it’s been hard to keep up with it. In the past, we did our merchandising validation through email, which was time consuming. A lot of the time we were doing follow-ups with photographs through emails, and my struggle with that was really just keeping track as we grow.”