In the market surrounding women’s activewear, there has long been an involuntary caveat in which consumers have been forced to choose between fashion and affordability. As this has been the case for a myriad of years, in 2010, Don Ressler, along with the co-founder of Fabletics, Adam Goldenberg, began taking a closer look at the trends involving the newly flourishing market. Mr. Ressler and Mr. Goldenberg quickly realized the potential for growth involving women’s activewear and decided that they would become involved with the market by creating products that were both fashionable and functional, as well as affordable.
Mr. Ressler and Mr. Goldenberg both decided to put their heads together to create a visionary new movement within the women’s activewear market. Mr. Don Ressler and Mr. Goldenberg decided to take a radical new approach to the market, where instead of focusing on the rising trends, they decided to seek out the problems associated with the marketing of women’s activewear, and discover what women wanted in their products. Through a series of consumer tests and focus groups, Mr. Ressler and Mr. Goldenberg were able to discover that many of the problems with the current activewear products, presented almost universal problems. Many of the products on the market during this time were often times expensive, garish, and ill-fitting. Many of the women in the market for activewear at that time period had trouble piecing together outfits that would fit their needs without costing them a fortune.
Mr. Ressler continued his trend of expanding Fabletics throughout the years, but it was his work with Kate Hudson that would take the company to the next level. When Kate Hudson became the face of the Fabletics brand, Mr. Ressler’s company was able to connect intimately with their target audience; a feat that had been incredibly elusive throughout the history of the market. Kate Hudson’s rapport with the media and her ability to communicate effectively, further allowed the Fabletics brand to establish both an online presence, as well as to build upon their significant grassroots foundation. Recently, Fabletics decided to implement an option in which customers would be able to receive discounts on products by committing to a monthly flat fee; this has further increased the presence of Fabletics in the women’s activewear market. This continued innovation has allowed Fabletics to further set themselves apart from their competition, and Mr. Ressler couldn’t be happier with the rapid success his company has seen.