In regards to women’s athletic wear, there has long been a gap between fashion and affordability. In many instances, women seeking to find the right balance between fashion and functionality would often have to sacrifice one or the other, or result to spending a fortune. In 2010, with the popularity of activewear at an all-time high, Don Ressler and Adam Goldenberg decided, while monitoring the trends, to shake up the industry. The founders of Fabletics decided to create a line of women’s athletic wear that would be stylish, comfortable, as well as affordable.
Don Ressler and Adam Goldenberg decided to approach the industry from a different angle, by focusing on the things that women desired in athletic wear, instead of what the current industry trends were. By utilizing consumer tests and focus groups, they were able to discover that many of the issues that women had with the athletic wear products that were currently on the market, were very similar throughout. Many women expressed their dissatisfaction with women’s sportswear by citing the pricing and lack of quality options on the market, finding that it was very difficult to create an adequate ensemble without breaking the bank.
Historically, many companies dealing with women’s athletic wear were unable to properly connect with their target audiences, so Mr. Ressler decided to recruit Kate Hudson as the face of the Fabletics brand. Kate Hudson’s ability to create a relationship with Fabletics’ target audience, via her conversational skills and visual appeal, helped to bring the company to the forefront of the women’s athletic wear industry. She was brought aboard as a cofound due to her ability to communicate with consumers, as well as the media, and since joining the company, she has remained active in the effort to improve brand visibility online and many other venues.
Despite Don Ressler’s success in the world of women’s athletic wear, his ascension to the top didn’t come without its fair share of hiccups. For the manufacturers, it was not easy to create athletic gear that was functional, fashionable, and affordable in a timely manner. Mr. Ressler was eventually able to surmount this hurdle, and due to the brands grassroots appeal, the implementation of Fabletics VIP, and high-quality products, continued to grow into the industry titan it is today.