🚀 About You and Fabletics team up
Hamburg-based retailer About You opened a new brand store for Fabletics on its platform in early December 2024. This marks a strategic shift for the California-based activewear brand, Fabletics, founded in 2013. The collaboration involves a large-scale marketing campaign, with influencer collaborations, photo shoots, and other activations showcasing the partnership. The move highlights the importance of integrating D2C brands into third-party platforms to boost their visibility and reach.
🌐 A bold expansion into Europe
About You is one of Europe's largest online fashion platforms, making it a significant partner for Fabletics' European expansion. Thomas Fröhlke, VP Commercial for Fabletics Europe, stated, "With the brand shop at About You, Fabletics is now prominently represented on one of the largest fashion platforms in Europe." This partnership is expected to raise Fabletics' brand awareness across the region and introduce its products to a broader audience.
📊 Transforming sales strategies
Fabletics’ move into About You aligns with a shift in its sales strategy. Traditionally a direct-to-consumer brand, the company is now branching into other sales channels. Fröhlke emphasized that the partnership with About You signals a transformation in Fabletics' approach, helping the brand embrace diverse retail formats. About You’s platform offers Fabletics access to millions of European customers who are already familiar with the marketplace.
🎯 Marketing blitz for success
The launch is supported by an extensive campaign, including prime placements on the About You platform and collaborations with influencers. This effort ensures maximum visibility for Fabletics' products. Pop-up stores like the recent one in Nuremberg serve as physical touchpoints, complementing the online strategy. The combined efforts promise a substantial increase in Fabletics’ European market share over the next few years.
Will this partnership redefine fashion retail?
