Melanie Cummings

VP, Product & Technology Fabletics

With over 10 years in Technology, Product Management and UX, Melanie is a passionate leader focused on creating transformative omnichannel experiences. As the VP of Product & Technology at Fabletics, she leads a diverse team of product managers, designers and engineers in delivering innovative solutions that bridge online and offline channels, enhance customer loyalty, and drive revenue growth. She strives to ensure seamless, engaging experiences that connect and inspire customers.

Day Three: Friday, May 9, 2025

8:45 AM KEYNOTE CASE STUDY: This Is How We Do It: The Remarkable Rise of Fabletics

Fabletics, the activewear phenomenon that rocketed from zero to a $250 million business in just three years (they topped $700 million last year), is in an interesting part of their evolution as a brand. From a solely online presence to currently managing 95 stores in the US (with plans to open more), they now must figure out how to make their online and in-store experiences work in tandem. These senior executives from Fabletics will discuss how they’re able to achieve extraordinary engagement and retention rates while creating a unified and fun experience for their customers.

Using technology to curate and personalize the customer experience online and in stores
Differentiating the types of messaging dependent upon the type of platform
Using AI to amplify our data – from cleaning up existing data to utilizing it for predictive customer service to improving workforce management
Building brand loyalty and customer retention through good CX and paid/organic marketing

Check out the incredible speaker line-up to see who will be joining Melanie.

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