‘Brick mining’: Why a need for data led Fabletics to open stores

Fabletic tics opened stores to get consumer data
By Laura Heller.

CHICAGO — Physical retail got a shout out from an unlikely source Wednesday when Fabletics President and General Manager Gregg Throgmartin detailed how the fast-growing athleticwear brand has excelled online, thanks to its growing store base.

Fabletics raked in $235 million in revenue last year and ranks as one of the 15 fastest-growing internet stocks. But Throgmartin attributes much of the brand’s online growth to its 18 brick-and-mortar stores and the data each produces. That’s right — the e-commerce company mines brick-and-mortar for data to inform the digital storefront.

“There is so much data, and I think companies struggle to make better decisions,” he told attendees at the Internet Retailer Conference and Exhibition in Chicago.

Read more at RetailDive.

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