While the smiling and youthful face of Kate Hudson is the well known face of Fabletics, sitting behind the helm are tech style gurus Don Ressler and his partner Adam Goldberg. The two own TechStyle Group LLC, a digital centric fashion brand that owns several successful subsidiaries.
Don Ressler is known as a bit of a pioneer in the fashion landscape, often choosing to go digital first and to place the most emphasis on business pivots based on online data rather than on in store purchases.
When Don Ressler founded Fabletics in 2010 he wanted to do something completely different – throw out the retail playbook if you will. There is one staple mission behind Fabletics that has brought the success the brand has seen today and that is an undeniable and unrelenting drive to truly meet the wants and needs of their customers. It is for that reason that Ressler worked tirelessly in the early years to put together countless focus groups and surveys to see exactly what women were looking for in fitness gear before ever launching a product on the market.
The results of those focus groups showed one unmatched result and that was that women wanted to look good and express their personal style while working out and they wanted to do that in pieces of clothing that fit and held up. There was a large gap in higher end names of fitness gear for women at the time that was either poorly fitting or way overpriced. At the time a new pair of leggings was about the equivalent of a car payment and even after dropping that much money, buyers were left with a piece that was unoriginal and had no personality for the individual.
Ressler worked to meet customers in the middle by solving the issue of complexity when it came to fitness gear. He merged great clothing pieces with affordability through a membership model and hence Fabletics went to market.
Don Ressler changed all of that with Fabletics and today he couldn’t be more thrilled with the results of all that hard work. He blended affordability with the power of putting digital first to create what is a quickly growing empire. In fact, Ressler and the Fabletics team recently announced that they were continuing to expand their product line to offer a line of fitness clothing for plus sized women. Their goal is still to help every woman feel and look great while working out and by offering a plus size line Fabletics will continue to do just that.