Fashion Tech

Fabletics Launches NYC Pop-Up

Photo courtesy of Fabletics

Fabletics has launched a tech-heavy New York City pop-up shop with a mini boxing ring that invites shoppers to test out the company’s activewear, a kickoff of the brand’s plans for 12 brick-and-mortar openings in 2019.

The retailer, co-founded by actress Kate Hudson, has spent $150 million developing a point of sale system that will be used in the SoHo, Manhattan store to track sales, connect online and in-store shopping carts and note trends, TechCrunch reported.

The pop-up, located at 577 Broadway, is a 2,743-square-foot experience that combines Fabletics signature design elements from its retail concept with customized mobile fixtures and interactive moments designed to enhance the overall brand experience offline. The location includes a mini boxing ring complete with custom designed boxing gloves, as well as a medicine ball installation, according to a company press release.

The space blends technology touchpoints with natural elements and bright pops of color, staying true to the brand’s digitally native and vibrant DNA. From an Instagram-worthy mini boxing ring complete with custom designed boxing gloves to a medicine ball installation and much more, the shop offers interactive moments for guests to have fun, put the clothes to the test and experience the brand’s active-lifestyle.

“I’m so excited to finally bring Fabletics to New York!” stated Hudson. “New York is like my home away from home, where I spent much of my adult life. Plus, we have a ton of members in the tri-state area who have been asking us to open a store in the city. It has been on our radar for a while, but we wanted to be strategic with how we approached it. Starting with a pop-up shop will allow us to learn more about our local customer base and gather as many insights as we can, which will ultimately help us grow a stronger long-term presence in the city.”

The SoHo pop-up features the brand’s exclusive OmniSuite and OmniShop technologies that let customers request a different size or color, check stock, and receive styling tips without leaving the fitting room as well as enable members to use membership perks in-store. OmniKiosks invite members and guests to view outfit inspiration and special member pricing.

Each store is also equipped with iPod-based POS systems that allow Fabletics associates to help customers shop the website and arrange for free shipping of products. Just like the online shopping experience, in stores, customers can choose to shop through Fabletics’s Flexible VIP membership program or at regular retail prices.

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