This week’s Brands Briefing highlights how FP Movement and 1-800 Contacts are expanding their market presence along with Faherty’s unique print catalog launch.

In this week’s Brands Briefing from Modern Retail, two distinct brands—FP Movement, a subsidiary of Free People, and 1-800 Contacts—are making noteworthy strides in their respective markets, as well as the launch of a print catalog by Faherty, an American clothing company known for its surf-inspired aesthetic.

FP Movement, which specializes in activewear and operates under the Free People umbrella, is expanding its footprint with plans for more store openings and community-focused events. The brand, which debuted in 2012, has taken significant steps in recent years to establish itself independently from its parent company, Urban Outfitters Inc. Courtney Weis, managing director of brand marketing at FP Movement, noted to Modern Retail, “This year, we’re planning to stand out in an already crowded category.”

The activewear line focuses on providing a mix of casual and performance apparel, catering to activities such as running, yoga, and hiking. With a current total of 66 stores, FP Movement aims to open an additional 26 locations by the end of 2025. Earlier this year, Urban Outfitters Inc. CEO Richard Hayne highlighted a 34% growth in FP Movement’s revenue over the previous quarter, reinforcing the brand’s momentum in a competitive market that includes industry leaders like Lululemon and emerging brands such as Alo Yoga and Vuori.

The brand’s marketing strategy includes targeted community engagement through events. Since the pandemic, FP Movement has hosted outdoor run clubs and specialized workout classes, amassing approximately 1,500 participants each month. Weis mentioned this initiative sprung from a need to build community amid the challenging circumstances of 2020, stating, “That’s really become our mission.” This year, the brand is placing special emphasis on tennis, having expanded its clinics to 14 markets and planning its first tennis clinic at the Charleston Open beginning March 29. The objective is to offer a unique customer experience through both in-store and online channels, with Weis emphasizing the importance of location and local engagement.

Alongside FP Movement’s growth, 1-800 Contacts is expanding its offerings with the introduction of The Framery, a direct-to-consumer brand specializing in prescription glasses and sunglasses. Phil Bienert, president and CMO of 1-800 Contacts, spoke to Modern Retail about the rationale for entering the glasses market. He remarked on the perceived gap in customer demand for high-quality, reasonably priced eyewear without the premium costs associated with designer labels. Bienert emphasized that existing customers had been asking for glasses, stating, “Customers have continued to tell us, ‘I really wish you would sell glasses.’”

To ease the transition for customers, The Framery allows users to utilize their existing accounts and past prescriptions. Bienert highlighted the advantage of leveraging technology and infrastructure already developed in the contacts business to support the new glasses line.

On a different front, Faherty has opted for a more traditional approach by launching a new quarterly print catalog titled “The Faherty Chronicles.” Unlike conventional catalogs, this publication is designed to resemble a coffee table book and includes travel photography, interviews, and profiles related to the brand’s lifestyle methods. Abby Morgan, the brand’s executive vice president of marketing, stated that this catalog signifies a shift in brand strategy toward storytelling and community involvement. She noted that anecdotal feedback has indicated positive responses from customers, who express an enhanced connection to the brand after viewing the catalog.

Faherty plans to distribute the catalog selectively, providing it to customers in stores and mailing it to top clients and select wholesale partners. The internal editorial team collaborates with a design team in France, with contributions from individuals featured in the brand’s campaigns, further melding customer experiences with the brand narrative.

As these brands develop distinct strategies to navigate competitive sectors, they each seek to enhance customer engagement through innovative methods tailored to their respective markets.

Source: Noah Wire Services