In e past, women’s athletic wear was either fashionable or affordable. This gap was present in women’s athletic wear for a long time, but there was still a need for it. Seeing this trend, Don Ressler and Adam Goldenberg decided they wanted to create a solution to this problem. Thus the beginning of Fabletics, where their mission is to provide woman with functional, fashionable, and affordable athletic wear.
Don and Adam decided to start by figuring out what women wanted in athletic wear. The current trends just were not cutting it. They found out what this market was lacking through focus groups and consumer testing. What they found out was that currently women’s athletic wear was uncomfortable, didn’t fit properly, and expensive to buy.
Don Ressler decided they also needed a face for the brand. They enlisted the help of Kate Hudson. Kate Hudson had the face and the ability to connect with their target consumers, women. Kate is now labeled as cofounder of the brand and still works closely with the brand to this day.
There were many barriers that Don and his team needed to break through. Early funding was an issue and manufacturing a product that was both comfortable and high quality was quite a challenge. His experience in the fashion industry helped him get through these difficult times.
Fabletics online presence made them stand apart from their competitors right from the start. With the help of Kate Hudson, they were successful at marketing online. A discount pricing system helped build their brand as well. By offering a VIP membership to consumers which included discounts on the clothing, free shipping, and reward points, they were able to build the brand to what it is today.
They knew that the products that they had created would always sell, so the VIP membership program was a perfect addition. Fabletics also makes sure members remain happy by providing them exactly what they are wanting. They suggest items to their consumers based on a quiz of their preferences.
Fabletics has been very successful thus far due to their hard work and dedication to the brand. They have been successful with their mission of providing women with athletic wear that is both comfortable and affordable.
In 2017, Fabletics will be expanding their market to provide athletic wear to plus sized women. This is a huge market and what better than to motivate women to remain healthy. https://www.tvguide.com/celebrities/don-ressler/credits/509223/