In 2010, the sale of activewear was booming due to the growing demand. But for most women finding something that is stylish, affordable, and a perfect fit was challenging. In most instances, women purchasing sportswear had to choose between functionality and fashion. Aware of the current market trends and the market needs, Don Ressler and Adam Goldenberg founded Fabletics. The primary objective of Fabletics is to offer women a line of activewear that was functional, affordable, and stylish.
Unlike most investors and producers that focus on the market trends, Don Ressler and Adam focused on the needs and wants of the target market. The co-founders conducted surveys and consumer tests to understand the problems women purchasing sportswear face. Some of the issues identified were pricing, size, quality, and comfort. Women could not find a brand that addressed all the above factors. In most cases, the clothes were too expensive, low quality, ill-fitting, or uncomfortable. One had to spend a fortune to look good or find an outfit that fit properly.
After identifying the target market and the product, Don Ressler embarked on creating a comprehensive marketing and branding plan. For Don, it was necessary for the women to relate to the brand at a personal level. Fabletics chose actress and businesswoman Kate Hudson to be the face of Fabletics. Kate embodied confidence, appeal, and fashion. As the brand ambassador and business partner, Kate focuses on creating strong relationships with the consumer and increasing Fabletics reach to the market. She worked round the clock to improve Fabletics online presence.
The early stage of building the brand was the most challenging period for Fabletics. Don Ressler had to overcome several hinderances including funding problems in the initial stages. Creating the desired product was Don’s most significant milestone. Manufacturers had difficulties creating athletic wear that would be fashionable and functional. Don’s determination to actualize the brand’s vision made him lead his team to design the clothes to the desired quality.
Fabletics stood out from other brands due to its grassroots appeal and significant online presence. A discount pricing system further strengthened the sale of the brand. With a flat monthly fee, consumers were eligible for reward points, free shipping and discounted pricing in addition to becoming a Fabletics VIP Kate Hudson’s input in the brand made the company’s online marketing system more efficient. Don Ressler and Fabletics main’s strength is identifying and meeting the needs of women in the sportswear market.