Fabletics named Carly Gomez at its new chief marketing officer, leading brand, digital innovation and customer engagement initiatives.
Gomez joined Fabletics in April 2024 as senior vice president. Gomez began working as the chief marketing officer in May, according to her LinkedIn profile.
Prior to Fabletics, Gomez spent 11 years at Vans, the shoe brand owned by VF Corp. Her most recent role at Vans was vice president of marketing, brand management, DTC and social media for global and the Americas.
Gomez replaces Ilona Aman, who left the top marketing position for Gap Inc.’s Athletica in January 2024.
At Fabletics, Gomez has used customer insights to inform marketing and engagement decisions and deliver personalization to shoppers.
“I joined Fabletics last year because I believe it is at the cutting edge of customer engagement, and is truly reinventing the activewear space,” Gomez said. “Stepping into the CMO role, I am excited to unlock new ways of elevating our brand and delivering an impactful customer experience that propels Fabletics forward in this next chapter.”
Brand history
Actress Kate Hudson co-founded the direct-to-consumer athletic apparel brand in 2013 as a part of TechStyle Fashion Group, which also owns JustFab, Savage X Fenty and ShoeDazzle. Fabletics has since grown to 2.9 million active customers and operates more than 100 stores in nearly 10 countries. The brand generates $850 million in annual revenue, has been profitable for the past five years and has plans for more global expansion this year.
The brand largely runs on a membership model, in which shoppers pay $59.95 per month and receive 20-50% off its merchandise, early access to limited-edition products, access to member-only events and other perks. In fact, 60% of members have been with Fabletics for more than two years, brand president Ashley Kechter, told Multichannel Marketer earlier this year. Nonmembers can still buy products at full price.
One way Fabletics has acquired customers or spurred its current members to purchase is with its new call-to-action message integration with Taggstar. Read the full case study here.
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