Athleisure brand Fabletics, which was founded by actress Kate Hudson, has opened a new high-tech store in New York integrating its new system OmniShop.
The brand, which plans to open 12 new bricks-and-mortar stores this year, has built its own point-of-sale (POS) system OmniShop, which allows the brand to track the conversion of every item that goes into a dressing room.
It is able to track items by size, colour and style, and allows Fabletics to see when a certain product isn’t converting well and establish why.
This can alternatively be used to inform management what is performing well, allowing them to lay out the stores accordingly.
OmniShop, which is understood to have cost the company $150 million to develop, also connects shoppers online shopping baskets to the real physical stores, meaning they can select items at home and come and try them on in store in a single customer journey.
Its new store has further tech inside its changing room, each equipped with an iPad that is personalised to the customer and allows them to call in a store associate with the tap of a button.
“From a creative perspective, it allows the design team to actually test out new things in a way that creates less waste,” co-founder Kate Hudson said.
“We know that when we test something we know exactly what that buy is going to be. We’re able to get this information so quickly.”