Despite the growing demand for women sportswear, by 2010 they were hardly any high quality active wear brand that met the functionality threshold that the growing market demanded. Women also found it difficult to find active wear brands that were fashionable. Moreover, the available brands were overly expensive despite their inadequacies. To bridge this ever growing gap in the active wear fashion industry, Don Ressler and his business partner Adam Goldenberg cofounded Fabletics. Fabletics strategically placed itself within the active wear fashion industry by providing something new instead of engaging in the ongoing fight for demand.
By merging fashion, affordability and functionality into a unique product, Fabletics created a powerful fashion brand with the sole purpose of reimagining the active wear industry. By creating what women wanted, Mr. Ressler and his business partners revolutionized the industry. However, the success of their brand was as a result of strategic steps they took at the initial stage of launching their unique and novel project. Using data collected from conversations with focus groups and several consumer tests, Fabletics was able to establish the root of the problem that women faced when shopping for sportswear. Their desires, tastes and preferences were never taken into account during and after product development. They used the data and worked with dedicated fashion manufacturers to add fashion, comfort, affordability and functionality to women sportswear.
Success Pillars: Towards Appealing To The Masses
The success of Fabletics as one of the leading activewear brands globally is down to several factors converging through dedication, perseverance and hard work of the founders. Don Ressler’s vast experience in the industry, steely dedication and focus played an integral role in the successful launching and growth of the fashion brand. Moreover, the two business partners brought actress Kate Hudson on board as a cofounder and spokeswoman for the brand. Kate’s dedication and excellent communication skills with the online masses has been integral in the growing popularity of the brand.
Fabletics’ success has also been pillared on its commitment to utilize the endless marketing opportunities offered by the online space. Fabletics uses a subscription-based system where members have the opportunity to enjoy discounts upon registration, which is charged at $50 each month. VIP members enjoy customized shopping and free shipment for all products bought. Customized shopping is achieved by collecting data especially from the registration forms, which is then used to manufacturer activewear that meet the tastes and preferences of the members. The success achieved so far has encouraged Fabletics to launch activewear for plus-size women in 2017. http://perezhilton.com/tag/don_ressler/#.Wbw5M9FryM8