Majority of women have a difficulty finding an athletic wear of their choice that is fashionable and affordable. That is because there has been a wide gap in the functionality and fashion on women’s sportswear for quite some time. In 2010, Don Ressler and Adam Goldenberg noticed the rising demand for active wear and decided to give it a shot. They immediately co-founded Fabletics with the mission of providing beautiful looking women active wear that was fashionable, affordable and functional. Their fast move was because the demand for women’s athletic wear was not dropping anytime soon.
Ressler and Adam Goldenberg didn’t just come up with any athletic wear. They focused on revolutionary wear in line with the current fashion trends, thus giving women what they desired. Through research, they were able to identify problems facing women in sportswear across the globe which included costly athletic wear, and at times non-fitting.
Ressler worked with Kate Hudson as a cofound in Fabletics. Women sportswear had the challenge of branding with only a few companies targeting women with their brands. Kate’s active role in the media, excellent communication skills, friendly tone, confidence, and composure took Fabletics brand on another level. Kate represented the company by being its spokeswoman. She was able to establish strong client relationships, thus linking Fabletics to majority of the people. Kate still focuses on taking the Fabletics brand a notch higher both online and in person.
Despite a few challenges when starting Fabletics, Ressler was able to cut through complexity to ensure that the sportswear was comfortable. Through his determination and experience in the fashion industry, the company was able to create comfortable and high-quality clothing.
Fabletics was able to outsmart its competitors in the fashion industry by establishing a strong market both online and at the grassroots level. Their marketing strategies outdo the traditional retail marketing system. Other than online selling, Fabletics discounted their prices where clients would sign up for a Fabletics VIP on a monthly charge of $50. The clients would then receive discounted prices on clothing, get their items delivered free of charge and earn points on all items they buy.
The VIP model coupled with their appealing website contributed to increased revenue. The site has a quiz that helps women suggest their athletic wear choice. These strategies have set Fabletics on a higher level than their competitors.
Ressler ensured that women’s sportswear was fun by creating best fashion choices, enabling an efficient online shopping space and catering for busy women who’re working on their health and looks.
Fabletics looks forward to expanding in 2017 targeting the plus size women.