Fabletics President Ashley Kechter on the ROI of Social Proof
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Ashley Kechter, president of Fabletics, a luxury fashion activewear brand. Kechter discusses her career background in retail and her current role (1:10) as well as how Fabletics is leveraging social channels such as TikTok, Instagram, and Pinterest to reach its target audience (2:05). She shares how Fabletics measures the return on investment of its social media efforts, especially influencer marketing and social proof campaigns (3:25).
Furthermore, Kechter touches on how she has built a successful and motivated team in a challenging retail environment (5:10), including taking time to recognize and celebrate employee success (6:50). Lastly, she shares the activewear and fashion apparel trends she’s most excited about, and how Fabletics is adapting its assortment to lean into consumer trends (8:45).
This episode was recorded at the 2025 National Retail Federation Big Show in New York City.
Ashley Kechter has 20 years of consumer products leadership experience across fashion apparel, activewear, lingerie, and home furnishings. Her leadership experience includes Omnichannel GM/chief executive roles in merchandising, planning, marketing, retail, yield management, and strategy. Brand experience includes Fabletics, Gap Inc. (Old Navy, Gap, Banana Republic), Honey Birdette, and Restoration Hardware (RH).
Date: January 21, 2025
Credits: Ashley Kechter
Duration: 12:00
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