In an age where e-commerce reigns supreme, Fablestreet, the fashion-forward online brand, has decided to take a bold step into the world of physical retail. Its move to open offline stores is a testament to its belief that any successful brand should be channel-agnostic. While the brand had already dipped its toes into the offline world before the onset of the COVID-19 pandemic, now is the perfect time for it to expand its offline presence.
Fablestreet's journey in the world of offline retail began in 2020 when it opened its first store, just before the pandemic hit. However, in recent years, the brand primarily operated as an online brand. Its current distribution primarily encompasses online platforms like its own website, as well as popular marketplaces such as Myntra, Ajio, and Nykaa.
Now, the brand is gearing up to re-enter the offline space with the opening of three new stores and ambitious plans to add six or seven more in the coming year.
“Our offline expansion will kick off in major metro cities, including Mumbai, Delhi, and Bengaluru. The first store recently opened in Mumbai, is a testament to our commitment to delivering our unique brand experience to fashion-conscious consumers. The expansion will continue with two more stores in Maharashtra – Mumbai and Pune, followed by openings in Delhi and Bangalore,” said Ayushi Gudwani, the Founder and CEO, FS Life.
Fablestreet stands out in the crowded fashion market due to its focus on providing the best fit for Western wear for women. Its stores will serve as a one-stop destination for shoppers seeking the perfect fit, and it is committed to creating an integrated shopping experience. The seamless integration of online and offline shopping will allow customers to try on products in-store and make their purchase decisions with the convenience of online ordering.
The brand currently offers eight categories of products online, including tops, bottoms, workwear, everyday wear, evening wear, and its trademark product, 'LivIn' pants, designed for comfort and versatility. It also specializes in t-shirts, with plans to introduce more party wear. Fablestreet offers about 1000 SKUs online, while its physical stores will showcase the same categories, with a selection of 200 styles that will be refreshed every two weeks, ensuring customers always have something new to explore.
“In the near future, we will be launching denims, catering to a wider range of consumer preferences,” she added.
Being an online-first brand, Fablestreet is leveraging technology to enhance the in-store shopping experience. Its innovative approach includes micro-market targeting to drive foot traffic to the stores and automated integrated common warehouse and point-of-sale (POS) systems. “This means customers can order online and receive their purchases in-store, offering a truly seamless shopping experience,” highlighted Gudwani.
The brand’s marketing strategy revolves around creating engaging and relatable content for its audience. Its online presence, including social media and performance marketing, is robust. It understands the importance of connecting with real people and building a strong consumer community.
Fablestreet's expansion into offline retail is a clear sign of its commitment to offering customers the best of both worlds: an online shopping experience with the convenience of offline touch and feel.
“Our aspiration broadly is that each store should reach its maximum potential within three months of launch and also should have a breakeven and a payback within 18 months of launch,” she stated.
Additionally, the brand aims to continue doubling its revenue year-on-year and expand its product offerings.