Fabletics began as a digitally native brand that later expanded to brick-and-mortar stores. When it comes to market position, competition takes the form of both large-scale, expensive brands and discount department stores.
“You’ve got high-end activewear brands, you’ve got stores like Target coming out with their own lines of activewear, the market is just becoming more and more saturated,” says Jamieson. “We’re also competing against the likes of Nike and Adidas, but we’ve really found our own niche with Fabletics. We focus on core categories and we just do those categories really well.”
In the past, product discovery on their online store proved a challenge. “With the catalog sizes that we have, our customer just isn’t going to browse through 50 pages of product,” says Jamieson. Shoppers who arrived on the site without a specific product name in mind often struggled to narrow down their search based on style or attributes.
To address this, Fabletics initially explored building a search solution in-house. “We are a tech company as much as we are a fashion retail company. Generally, most of our technology is built proprietarily in-house, but we realized that it didn’t make sense for us to put our efforts into search when there was a solution available out of the box,” says Jamieson.
Fabletics also experienced a need for synonym’s on their products, especially with the release of their new shapewear brand, Yitty. Since Fabletics calls products in this line “Yitties”, they ran into issues with shoppers searching for terms such as “shapewear”. As a quick fix and easy fix, Fabletics used Searchspring reports to examine searches performed and added synonym’s so relevant products now display in search results.