Fabletics has always been a brand that is rather out of the box. This one of a kind activewear brand has grown tremendously since it opened its doors for business in 2013. Since then, the company has grown extensively to become one of the best in the business. Fabletics is mainly an activewear company that puts out some of the best in fashion. The company is the brainchild of Kate Hudson, Don Ressler, and Adam Goldenberg. The three of them wanted to start an activewear company that would take over the fashion industry. They decided to launch Fabletics as an online website and would sell their clothing mainly through that portal. Because the world of online shopping was just beginning to blossom, people took to this idea with open arms. The brand wanted to embrace the world of online fashion in the best possible way, which is why the decided to sell their clothing mainly through their membership system. This membership system allowed people to pay for a clothing brand that enabled them to get a certain amount of activewear per month. The customers are free to choose whatever they want to online, and have it sent right to their doorstep. The site has a pretty nifty feature which filters out options for the customers depending on their preference. If the customer tends to do a lot of yoga, the site will show her attire for that regime. If the customer likes running, shorts would be a better option, which is why the site would give them options according to that. Naturally, customers are also allowed to choose as they please, and are authorized to browse through previous collections of activewear that have been sold by Fabletics is in the past.
When it was time to build their stores, just like any other brand they had the problem of finding the best location. The location is one of the most important aspects of a store since it needs to be in an area that is visible to the general public, and which will attract more customers. The brand finally narrowed down on a few options and decided to build their stores there. Currently, the brand has multiple stores in a few states in the country and plans to expand further as Fabletics grows. The store did not want the place to be one which entices customers to buy and rather acts as a glorified dressing room. This dressing room has almost all the kinds of clothing that one would see online, in all the sizes available. This is synced up together so that when the customer comes into the store, they are never sad because they cannot find the clothing that they were looking for, in a size that fits them just right. The brand uses some of the latest logistics technology to keep track of the warehouse and all the products that are available in stores, and only shows the customers options that are available at their physical locations.