In the active wear industry, most women focus on fashion and affordability of the clothes. There has been a considerable gap between fashion and functionality. In 2010, active wear consumption hit its all-time high. Adam Goldenberg and Don Ressler took notice of the trend. They co-established Fabletics after realizing that women’s athletic wear was going to remain in fashion for many years. The objective of forming the company was to create an incredible active wear brand that was fashionable, functional and affordable.
After brainstorming, Ressler and Goldenberg come up with an innovative vision for women’s active wear. They focused on the fashions that women wanted rather than the present market trends. Through focus groups and consumer tests, they were able to identify that a number of the greatest problems that women face in the sportswear world were similar. The clothes were ill-fitting, expensive and garish. Moreover, the clothes were not comfortable and their quality abysmal. To this end, it was not easy to find an outfit that looked great and felt good without having to pay out a fortune.
Don Ressler and Adam entered into partnership with Kate Hudson. Kate has extensive experience in marketing. During the time, the sports fashion sector’s branding was fairly ubiquitous and few firms managed to target their brands specifically to women. Nevertheless, Kate Hudson, who was confident, friendly and had an appealing face, took up her role as Fabletics’ spokeswoman. She established a relationship with consumers and connected the brand to the masses. It is for this reason that Kate’s was brought on board as a co-founder. Over the years, Kate has taken her work seriously. She focuses on enhancing the brand’s presence online. Its strong online presence and exceptional grassroots appeal has helped Fabletics to stand out in the competitive industry.
Their initial strategy of focusing their marketing online and shunning the traditional retail system has been successful. An individual is free to sign up for the brand’s VIP status and pay a monthly fee of $50. In exchange, VIP customers benefit from discounted clothing, reward points for their purchases and free shipping.
Don Ressler is proud of his achievements of establishing a company that supports women who seek to take care of their health, as they enjoy how they look. Maintaining the status quo is not part of their plan. In 2017, Fabletics revealed that they would be expanding their operations to different market. They would also be delivering clothes for the plus sized women.