Fabletics Video Commerce: Driving the Future of Product Discovery

The Challenge

For activewear shoppers, seeing how clothing moves and fits in the real world is crucial to purchase decisions. With a strong influencer network and a commitment to authentic customer experiences, industry leader Fabletics saw this firsthand—and partnered with previous collaborator Whitespectre to integrate video far more deeply in their shopping experience.

With millions of customers shopping across their website and React Native mobile app, Fabletics needed a flexible, integrated, cross-platform solution that would fit seamlessly with their existing infrastructure.

The Solution

We began by creating an immersive, TikTok-like video feed experience for the mobile app and site, then used that foundation to create the next set of powerful features—including multiple product page integrations, interactive video carousels for landing pages, and more.

The overall solution integrates deeply with Fabletics’ existing infrastructure—including their product catalog, CMS, video libraries, and analytics tools. At its core is a custom Builder.io plugin that combines flexibility with reusability, empowering their content team to experiment and scale video experiences across the site and app. The overall integrations and framework also enable their tech team to roll out future video features with efficiency and consistency.

Video is the next frontier in how customers are shopping. With the rise of TikTok and Instagram, there's a customer bias towards video that hasn’t been unlocked from a shopping perspective. Our vision is to bring that immersive, video-based experience to our brand site and app, so it’s seamless for customers to engage with this type of content that helps sway purchase behavior.

We partnered with Whitespectre because we were out of bandwidth—we needed a partner who could think strategically and work well with stakeholders and teams across the business, and they did a great job of that. "

Melanie CummingsVP Product & Technology, Fabletics

How We Did It

The project's success required close collaboration across multiple teams and stakeholders. Our product, technical, and design leads worked directly with Fabletics' VP of Product, technical leadership and key business stakeholders to shape the strategy and architecture, always focused on critical business objectives and launch timelines.

During development and releases, we coordinated extensively with Fabletics' site, mobile, and backend teams. This collaboration ensured consistency across platforms and allowed other teams to benefit from core infrastructure improvements, such as video player upgrades and systems integrations. We helped drive internal adoption and knowledge sharing through cross-company presentations and regular sessions with the ecommerce and content team leads.

Once the first features were live, we conducted in-depth user interviews to understand how customers were engaging with the video content while shopping. Combined with comprehensive analytics tracking across performance, engagement, and conversion metrics, these insights guided our optimization efforts and feature development, ensuring we focused on improvements that would deliver the most value to Fabletics and their customers.

The biggest thing that sets Whitespectre apart is how great they were strategically. In our experience with other partners, they tend to wait to be told what to do. But Whitespectre drove the process forward, asking the right questions of us to get to what's really needed. Their recommendations were really thoughtful and deliberate—they even took it upon themselves to do customer research when necessary. That level of initiative can’t be underestimated."

Melanie CummingsVP Product & Technology, Fabletics

Results & Impact

The video solution we built with Fabletics has transformed how users shop and how the brand showcases its products. Key results include:

Immersive video integration across the shopping journey, from product discovery to add to cart.
~7 million video views during Black Friday week alone, demonstrating its reach and engagement
Content teams can manage and deploy video content at scale, across the site and app with hundreds of concurrent video streams
Future-ready platform: A robust foundation in place for future video commerce initiatives, keeping Fabletics ahead of the curve

Fabletics is now well-positioned to act on new opportunities to further build their video commerce strategy—whether that’s integrating localized video content for in-store displays or enabling more personalized video recommendations. As Melanie Cummings notes: “There’s so much opportunity with the core elements the Whitespectre team has built for us to further scale that out and amplify it.”

There's a ton of opportunity with the core elements the Whitespectre team has built for us to scale and amplify. For example, thinking about our retail stores—we have huge monitors we could incorporate the video feeds into there, going a step further to make it localized content. There's so much of the core architecture there for us to create some unique experiences across our channels.”

Melanie CummingsVP Product & Technology, Fabletics

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