Women have a keen sense of fashion when it comes to clothing. However, affordability is another key aspect. Many companies that exclusively deal in women wear consider these two factors very attentively. For a long while, there has been a challenge for companies to be able to combine these two aspects to produce comfortable and functional sportswear for women. Don Ressler and his partner Adam Goldenberg became aware of this challenge facing designers in the industry and co-founded Fabletics in 2010, with the sole aim of making sensational wear that would be affordable, functional and fashionable. In their research, the company, focused on what women wanted and thus conducted focus groups and gathered opinions directly from women. This unique approach gave them an advantage over their competitors since the industry had previously somehow failed and the existing wear was uncomfortable, unfitting, unattractive or too expensive.
Don Ressler made a groundbreaking decision when he brought in actress Kate Hudson to be the face of the Fabletics brand. Kate Hudson is known for her charisma and great interactional skills. This character would enable her to connect easily with consumers. She was perfect for the role and proved it with her achievement as the spokesperson for the company. She represented perfection, sense of fashion and confidence. With her excellent communicant skills and eloquence, she was able to instantly woe in a large customer base for the company and later became a co-founder too. The brand succeeded in the provision of high quality and comfortable clothing at affordable prices.
Unlike other companies, they created a heavy online presence for their brand with an appealing website and introduced a unique model for marketing, Fabletic VIP, where customers could sign up for only $50 a month and be eligible for discounts on their wear, redeemable reward points, and free shipping. Don Ressler achieved his goal by listening to the voice of the women and has become a hero to many who use this brand. He now looks to tackle new horizons by aiming at the plus size woman market to create sportswear that offers support and comfort to encourage those who want to stay healthy and be confident while doing it.
At the end, Don Ressler was happy that he had successfully penetrated the market by creating a brand that was not exploiting women with excessive costs. His plan of creating fashionable and affordable brand coupled with a strong online presence worked perfectly for this brand. http://hackronym.com/don-ressler-and-adam-goldenberg-establish-techstyle/