Marrying ‘fashionable’ and affordability has been one of the main challenges facing women’s athletic wear industry. Previously, customers have been forced to choose one of the two since no company had managed to successfully marry the two important aspects of athletic wear. Don Ressler and Adam Goldenberg noticed this trend and come up with a new company that was going to fix the problem. In 2010, the two shrewd entrepreneurs co-founded Fabletics with a simple mission: to create athletic wear that were functional, fashionable and affordable.
The two fashion gurus knew they would not achieve their mission by copying the trend already existing in the market. They decided to do their own research and come up with athletic wear that satisfied the utility of women. This strategy involved testing various products through consumer tests and focus groups. After several tests and redesigning products, the duo was able to come up with products that deviated from the trends already in market. For them, products that were garish, expensive and ill-fitting had no place in the athletic wear industry.
The success of Don Ressler’s idea was boosted with contributions made by Kate Hudson. He decided to use her as the face of the brand. This approach ensured that the company could come up with an innovative branding strategy. Their products were designed strictly for women. The use of the actress as the face of the brand was a plus for Fabletics. She is friendly, confident and has an appealing face. These attributes helped her appeal to many women across the United States. In addition, Kate serves as the company’s spokeswoman.
Kate has passion for the media industry. Moreover, she has outstanding communication skills. She has used these qualities to draw masses to Fabletics. To this end, the company has continued to grow in leaps and curve a market niche for itself. Besides using the media to market Fabletics, Kate has embarked on improving the brand’s presence online.
Don Ressler is pleased with his contributions at Fabletics. He is particularly proud that he has been able to create a brand that does not exploit women. Fabletics is able to satisfy the athletic wear needs of its customers without making them to part with a lot of money. Besides having affordable and fashionable products, Fabletics is using the high-speed efficiency of online shopping to make shopping for women’s sportswear fun. The company’s products have helped busy women to take care of their health without sacrificing their sense of fashion.