Fabletics opening tech-driven flagship at Westfield Century City
Fabletics is marking a new era for its brick-and-mortar strategy with the opening of its West Coast flagship.
Located at Westfield Century City shopping center in Los Angeles and opening on Nov. 20, the 3,300-sq.-ft. “next-generation” store is powered by Fabletics’ proprietary technology and AI. It will processes over 70 billion data points daily to create a hyper-personalized and curated customer experience, the company said, and will serve as a testing ground to pilot future company initiatives.
Among the store’s differentiators are smart fitting rooms with “first-of-its-kind” technology that automatically logs items into customer profiles, tracks preferences and offers tailored product suggestions based on in-store availability. The technology enables in-room iPad requests for different sizes, bridging physical and digital shopping. It also feeds conversion data to the Fabletics design team, influencing future product development and design
The flagship also deploys AI systems that manage everything from inventory optimization to real-time employee coaching, with heat mapping and productivity analytics to maximize efficiency so employees can focus on high-touch, high-engagement in-store experiences. Proprietary technology grants store employees instant access to customer purchase history, wish lists and personalized recommendations, translating to four times higher lifetime value for omnichannel shoppers, according to the retailer.
Fabletics' redesigned interior aesthetic features warm wood tones, white stone and matte metals provide a clean backdrop that puts the spotlight on the product assortment. Adaptive lighting and high-impact displays work to the same end. Modular and movable fixtures enable the space to easily transform into a hub for interactive community events, workout classes and more.
The Century City flagship is Fabletics’ 114th location. The retailer said it plans to expand and upgrade its retail footprint by opening more next-generation stores, while also modernizing existing locations to enhance the in-store experience.
“As an L.A.-based company, planting our flag at Westfield Century City is an exciting milestone that marks the next great chapter in Fabletics’ growth,” said Adam Goldenberg, co-founder and CEO, Fabletics. “Beautifully designed, optimized for product, and powered by our latest AI-driven capabilities and proprietary technology, this flagship makes shopping simpler, smarter and more enjoyable, and serves as the blueprint for how we’ll continue to scale our footprint and community. With more than 1,500 localized events held each year, we think of our stores as more than just a place to shop, but also hubs for the community we're building.”
Fabletics, which was founded online in 2013, is on track to record three consecutive years of double-digit same-store comp growth.
