In 2010, with the women’s activewear market at an all-time high, Don Ressler took notice and, with Adam Goldenberg, co-founded Fabletics. They focused on what women actually wanted in their activewear. Fashion was the focus for many years, but women were looking for comfort, fit and functionality. Ressler and Goldenberg went directly to their customer base through focus groups and consumer tests to learn what women wanted and needed.
They learned that women were dissatisfied with the garish designs of current activewear. They were looking for proper fit, comfort and a good look at a reasonable price. Now that they had their mission they needed a designer and spokesperson. Enter Kate Hudson.
With Hudson as the face of the brand, Fabletics was poised to enter the market. Her charisma and grassroots appeal gave the company marketability and her eye for design helped bring the company in line with its original vision.
It wasn’t easy to make sportswear functional as well as fashionable. Manufacturers were not able to easily get on board with the task. It was Ressler’s focus and experience in the fashion industry that enabled his team to finally provide clothing that was comfortable, high quality and, more importantly, affordable.
When it came to marketing the line, the company developed a strong online presence with Hudson as the spokesperson and a discount pricing system. A customer signs on as a Fabletics VIP for a monthly rate and is eligible for discounts, free shipping, and rewards points. The website uses a quiz to suggest options, adding a great customer interaction that makes shopping at Fabletics a unique experience.
Affordable workout clothing that respects women’s needs and efficient online shopping combine to make Fabletics a success. the gap between fashion and functionality has been closed
Next up: Plus sized activewear for larger women who also take their health seriously. Fabletics will will provide them with both incentive and comfort, filling a gap that has existed in sportswear for many years. Proper fit along with a fashion esthetic that celebrates every woman is sure to bring even greater success to the Ressler,Goldenberg and Hudson team.