Fabletics

I was at the mall to drop off something at the Apple Store and noticed they were finally putting something new in where the Gap used to be. There was a huge sign with the words “Fabletics coming soon” covering the space.

Later, I started seeing Fabletic ads with Kate Hudson on my phone, my iPad, and my laptop. And not just general ads, but all of them featuring her in yoga pants. Before that day, I had no idea this brand even existed, let alone seen one of their ads. It was like…magic.

Don’t get me wrong. I’m not stupid. I know brands use geo and spatial location through public wifi and other means to retarget ads. What I still don’t know is how did they finally figure out how to show me something I actually gave a shit about?