From Activewear to Everywhere
From digital disruptor to global omni-channel powerhouse, Fabletics has redefined the active lifewear landscape. RLI spent some time with Meera Bhatia, President and COO of Fabletics, to discuss the brand’s evolution from clicks to bricks, its strategic global expansion and the future of active lifewear.
Beginning life as a digital-first brand, Fabletics has since become one of the most successful examples of a business expanding into physical retail. Leveraging data-driven insights, community engagement and an innovative membership model, they continue to blend fashion, fitness and technology as it expands its global retail footprint.
The move into bricks-and-mortar arose because they wanted to create an opportunity for customers to see, touch and experience Fabletics products. Their retail stores have become a central pillar of growth for the business – they first tested six locations back in 2016 and have since scaled to more than 100 stores.
They recently opened their first few locations in Mexico and are exploring further growth across Central America, South America, Europe, Australia and the Middle East over the next few years.
“In scaling so rapidly, we have learnt that culture and service are anchors to a great retail experience. We incorporate our culture into hiring, training and daily rituals, so our team members represent the spirit of our company,” says Meera Bhatia, President and COO of Fabletics. “On the service side, we have defined a clear signature experience that we call “Moments” that guides how we engage the customer. Culture energises teams, service differentiates the brand and everything else – technology, operations, merchandising – amplifies those two pillars.”
The business has invested in a proprietary technology stack that they believe is a competitive advantage. They process over 70 billion data points daily to deliver a personalised shopping experience and that intelligence also drives their in-store POS application. Store associates can access a member’s purchase history, wish lists and see personalised recommendations. Once a customer enters the fitting room, they are greeted by in-room iPads they can use to request different styles or sizes. That system then feeds that information back to their online experience, delivering a true omni-channel integrated shopping experience.
A unique differentiator for the brand in the fitness and athleisure space has been their membership program, which helps drive a more customised experience in-store. Associates can access the customer’s VIP membership profile and use the information to inform their in-store recommendations. Conversely, when a non-member shops in-store and experiences their fit and fabric in person, 80 per cent of them decide to join the membership program, highlighting the incredible value it offers.
“Our membership model remains a cornerstone of our brand and continues to deliver great value for customers, but we also recognise that consumer expectations can vary by market. That is why we are leaning into more flexible approaches outside the membership model internationally, so we can meet customers where they are while still showcasing the strength of membership for those who want deeper engagement. This balance allows us to localise effectively without losing what makes Fabletics unique,” Bhatia explains.
Another cornerstone of the brand is that of sustainability, which drives them to constantly innovate, with over 50 per cent of their fabrics crafted from sustainable or recycled materials. They are proud to have been a certified Scope 1 & 2 CarbonNeutral® company in accordance with The CarbonNeutral® Protocol since 2021 – this certification covers their offices, fulfilment centres and retail stores. Beyond their stores, they have also partnered with ThredUp to help Fabletics shoppers recirculate their gently used clothes.
In an increasingly competitive athleisure market, Bhatia feels they stand out by always focusing on product. They are looking to continue innovating their proprietary fabrics and obsess about quality and fit to deliver luxury activewear at an accessible price. She continues by saying they pride themselves on actually talking and connecting with their customers.
“We invite them to our corporate offices in Los Angeles to hold “Meet the Member” events with our staff. At these events, we give members sneak peeks at new designs and styles and in turn, they give us their feedback and share insights into what they are looking for from Fabletics. As 80 per cent of our revenue comes from repeat shoppers, we are confident that what we are doing is resonating with our customer base.”
As she looks to the future, Bhatia comments that their vision is to be the most innovative and customer-centric active lifewear company on the planet, known for delivering fashion function and fit at incredible value.
“We are going to drive digital and physical retail to be integrated experiences that complement each other. Technology will allow us to know our members better than ever, while physical spaces will deepen our connection with them and our community,” she concludes.
