Store design evolves activewear brand to next level
A clicks-to-bricks success story, Fabletics has evolved its store design since its first prototype in 2015. The graphic quality has given way to a confident mentality about the brand’s physical presence.
This iteration lightens up the existing prototype, adding a feminine, minimalistic quality reminiscent of the yoga studio in its California headquarters. The lightness begins with ash wood storefront planking with a slight gray-tone stain. Inside, light porcelain tile with a watercolor brushed effect covers the entire floor. The light palette continues with a creamy wall color as well as fixtures in the same ash wood as the storefront. Custom fixtures, including new wall standards, enhance performance properties over the previous prototype while showcasing new merchandise.
An open ceiling lends the space an open, airy feel. LED track lighting has a minimal profile, keeping the clean, airy feel with an energy-efficient solution. Pops of pink in the lounge area fabric express brand colors while adding feminine appeal. The pink is repeated in a neon sign on the back wall of the sales area, making the whole store glow with a subtle pink that beckons from the mall corridor.
Improving the brand’s omnichannel experience, this store allows customers to have an engaged digital experience that ties back to Fabletics’ roots as a digital native. iPads throughout the sales floor let customers browse and employees complete transactions. iPads in the fitting rooms allow customers to request items for delivery to the room.